The most important part of building an image for a Brand is the logo. The logo is a visual that represents the promise that you as a brand are making to the consumer. Most people would think of a logo as a simple graphic but there are a lot of different interpretations and ways to go about creating and displaying a logo. In the video below Joe Posner, and Michael Bierut (designer of the Hillary Clinton logo) talk about designing for a brand. The video breaks down the different types of logo's which are, word marks, pictorial and abstract logo's. However they also talk about logo's that are adaptable but still recognizable. These allows a brand to stay current by inserting a secondary message to the logo.
(Example's of Word mark logo's)
(Examples of Pictorial logo's)
(Examples of Abstract Logo's)
(Example's of Adaptable logo)
(Joe Posner, and Michael Bierut Video)
Another one that they do not mention in the video is the brand Mascot (Interactive Logo). Many companies will use a Mascot which gives a face and a personality to the brand. One of the most know would be the Battery Bunny for the Duracell battery company. The Bunny is powered by a Duracell battery and is shown to have a better and more energetic life compared to bunnies powered by off brand batteries. This helps to reinforce a positive image for the brand while making a more personal connection with the consumer. This has been so successful for Duracell that they now have a line of toy products centered around the Battery Bunny.
(Duracell Battery Bunny)
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