Local designer Luis Fausto's presention to DATA Di students to kick off the Amplify identity design challenge.

1. Wednesday, April 28, 2010

2. work
Wednesday, April 28, 2010

3. Wednesday, April 28, 2010

4. Brand
logo design Symbol
I DENTIT Y
MARK
101
BRANDING
Logo
Wednesday, April 28, 2010

5. What is Identity?
Wednesday, April 28, 2010

6. Identity is an experience, an emotion, a
visual representation of values and beliefs.
Did you know that a Volkswagen was named the 2009 World Car of the Year?* Or that Volkswagen has ESP® standard on all
2010 vehicles? Or that we provide a Carefree Maintenance™ Program** on all our 2010 cars? Or that we were the first to make
clean diesel available in all 50 states? Or that we have more autos with 25 highway mpg or better than any other brand?†
And that we have more cars and SUVs named 2009 IIHS Top Safety Picks than Volvo?†† How about that right now, the VW
forest is growing in Louisiana thanks to the Volkswagen Carbon Neutral Project—the first US carbon offsetting program
initiated by a car manufacturer? There may be a lot you don’t know about Volkswagen. In the pages to come, get to know
the most iconic and fun-loving members of the Volkswagen family—the Volkswagen New Beetle and
New Beetle Convertible.
*The 2009 Volkswagen Golf was awarded “2009 World Car of the Year” by World Car of the Year Awards. See www.wcoty.com for details. **The Volkswagen Carefree Maintenance Program covers the vehicle’s scheduled maintenance intervals for 3 years or 36,000 miles, whichever occurs first. Coverage is during the term of the new vehicle limited warranty, at no additional charge. Some limitations apply. See dealer or
vehicle maintenance program booklet for details. †Based on MY09 highway EPA estimates for all car brands.Your mileage will vary. ††“Top Safety Pick” based on 31mph side-impact crash test, 40mph frontal-offset crash test, 20mph rear-impact test, and the availability of ESC.Test performed by the Insurance Institute for Highway Safety. For details, visit www.iihs.org. See vw.com for more information on safety features.
Wednesday, April 28, 2010

7. Crest Vivid White
Brightly outstripping the
competition
01
Vivid White’s shelf presence is accentuated by
thoughtful billboarding of the Crest burst, as well
as careful detailing evident in the iconography
and flavor treatments.
02
Details such as a blind embossed logo add a
sense of confident elegance to the package.
01 02
Background Challenge Solution
Consumer interest in at-home whitening P&G developed a revolutionary new premium tier Landor developed the name “Vivid White” to
products has grown tremendously over the past toothpaste whose whitening efficacy not only evoke a sense of true, brilliant white and
few years, with sales tripling in 2001, doubling in outperforms current paste and gels but also instantly convey the recognizable whitening
2002, and growing another 15 percent in 2003. equals the competitions’ leading paint-on benefit to consumers. A vertical packaging
Procter & Gamble initiated much of this growth regimen products. Landor’s challenge was to format was chosen to differentiate the product
with the 2001 introduction of Crest Whitestrips, create a name, identity, and packaging that from competing whitening toothpastes while
a teeth whitening regimen product. Whitestrips’ would communicate the revolutionary nature of aligning it with beauty care products such as
immediate success spawned an ever-increasing this product and appeal to consumers who perfumes and cosmetics. An uncluttered face
number of whitening products across the entire wanted the cosmetic benefits of better panel and clean, sans serif fonts further
oral care category, yet consumers still yearned whitening without the commitment of a regimen- enhanced the beauty appeal. In the first three
for whitening products that were more effective based product. months postlaunch, sales of Crest Vivid White
than existing toothpastes and less costly or exceeded expectations by nearly 300 percent.
labor-intensive than regimen products. Trial and repeat were up 187 percent and 129
percent respectively versus forecast.
Wednesday, April 28, 2010

8. Case Study: Native Foods Redesign
Original Redesign
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9. Getting started?
Wednesday, April 28, 2010