The document discusses various aspects of branding, including brand architecture, logo design, brand names, and taglines. It describes the three main types of brand architecture as monolithic, endorsed, and pluralistic. It also outlines the four main types of logos as wordmarks, symbols, combination marks, and emblems. Additional topics covered include qualities of effective brand names, types of brand names, and how taglines capture a company's essence.

1. A
Brand
is
not
what
you
say
it
is.
1

2. It’s
what
they
say
it
is.
Marty
Neumeier
The
Brand
Gap
2

3. Hello,
thanks
for
your
interest.
The
topics
covered
in
this
slide
show
are:
1.
Brand
Architecture
2.
Topology
of
Logos
3.
Brand
Names
and
Naming
4.
PosiHoning
and
Taglines
Rob
Pearce
Graphic
Design
Professor
Centennial
College
3

4. 1. Brand
Architecture:
Monolithic
Endorser
PluralisHc
4

5. 1.
Brand
Architecture:
MONOLITHIC
brand
architecture:
When
a
brand
has
mulHple
opHons
or
brands
within
a
single
company.
(i.e.
as
a
brand
grows
merges
and
develops
new
companies
and
products)
5

6. Brand
Architecture:
http://www.fedex.com/ca_english/about/overview/companies/i...
1. MONOLITHIC brand architecture
Family of Companies
FedEx Express
Fast, reliable delivery to 211 countries with leading
edge technology.
FedEx Ground
Cost-effective ground transportation in the contiguous
United States and Canada
FedEx Custom Critical
Fast action with safe, secure delivery of time-critical
shipments, often the same day.
FedEx Freight
Leading provider of next-day and second-day regional
LTL freight services through American Freightways and
Viking Freight.
FedEx Trade Networks
Full-service customs brokerage, trade consulting and
information technology, E-clearance solutions and
transportation and logistics services through Tower
Group International, Worldtariff Limited and Caribbean
Transportation Services.
6

7. Brand
Architecture:
Monolithic brand architecture
Branding for the 2016 Olympics in Rio de Janeiro, Brazil
7

8. 3
Types
of
Brand
Architecture:
1. MONOLITHIC brand architecture
Characterized by a strong master brand.
It is the master brand loyalty that attracts
customers.
Brand extensions, satellite locations, additional
services use the master brand identity.
FedEx + FedEx Office
Google + Google Maps
GE + GE healthcare
Virgin + Virgin Mobile
8

9. 3
Types
of
Brand
Architecture:
2. ENDORSED brand architecture.
Characterized by marketing synergy
between the product divisions, services
and parent co.
The product has a clearly defined market
presence and both brands benefit from
the relationship.
iPod + Apple
Polo + Ralph Lauren
Oreo + Mr. Christie
Chunky + Campbell’s
9

10. 3
Types
of
Brand
Architecture:
3. PLURALISTIC brand architecture
Characterized by series of well known
consumer brands.
The name of the parent brand may be
unknown to the consumer.
Fido (Roger’s Mobile)
The Ritz Carlton (Mariott)
Hellmans Mayo (Unilever)
Tide (Proctor & Gamble)
10

11. 3
Types
of
Brand
Architecture:
In-­‐class
team
exercise:
Using
online
resources,
research
and
find
more
examples
of
the
3
types
of
brand
architecture
11

12. Part
2
Topology
of
logos
•
The
Wordmark
•
The
Symbol
(icon)
•
The
CombinaHon
Mark
•
The
Emblem
12

13. What
is
a
logo?
Logo…
idenHfies
a
business
in
its
simplest
form
via
the
use
of
a
mark
or
icon
Logo
is
for…
idenHficaHon
13

14. Topology
of
logos
•
The
Wordmark
(word
mark
or
logotype)
The
Word
Mark
is
the
most
common
style
of
logo—39
%
of
the
top
100
global
brands
use
this
approach.
This
type
of
logo
turns
the
word
itself
into
the
graphic
representaHon
of
the
brand.
14

15. Topology
of
logos
•
The
Symbol
(icon)
No
words
necessary.
QUESTION:
What
are
the
benefits
of
this
approach?
ANSWER:
1. Your
brand
transcends
language
2. It
creates
an
iconic
presence
3. Opportunity!
Only
3%
of
the
top
brands
in
the
world
are
strictly
symbol
brands
15

16. Topology
of
logos
•
The
CombinaHon
Mark
Can
you
can
get
the
best
of
both
worlds
by
combining
a
word
mark
with
a
symbol?
Does
the
symbol
and
the
mark
give
people
two
cues
to
memory?
The
symbol
can
communicate
a
message
that
supports
the
name.
16

17. Topology
of
logos
•
The
Emblem
Perhaps
a
befer
approach
for
some
companies
is
to
make
their
name
an
intrinsic
part
of
the
symbol,
creaHng
an
iconic
emblem
of
the
brand.
Discussion
point
is
the
Starbucks
logo
an
emblem
or
symbol?
17

18. Part
3:
Brand
Names
The
right
name
is:
•
Hreless
and
Hmeless
•
easy
to
say
and
memorable
•
has
rhythm
•
looks
good
in
an
email
and
in
the
logo
A
well
chosen
name
is
an
asset
and
a
24/7
workhorse
HOWEVER:
This
approach
takes
a
rigorous
and
exhausHve
process
–
frequently
hundreds
of
names
are
reviewed
prior
to
finding
the
one
that
is
right
and
legal
18

19. QualiHes
of
effecHve
brand
names
Meaningful:
it
says
something
about
the
essence
of
a
brand
Dis2nc2ve:
unique,
memorable,
differenHated
Future-­‐oriented:
fits
with
growth
change
and
success
Modular:
enable
brand
extensions
with
ease
Protectable:
owned
and
trademarked
and
domain
name
Posi2ve:
generally
posiHve
connotaHons
in
the
market
served
Visual:
lends
itself
well
to
graphic
applicaHons
19

20. Types
of
brand
names
Founder:
named
aler
person
or
people
Descrip2ve:
convey
the
nature
of
the
business
Fabricated:
a
made
up
name
Metaphor:
a
noun
used
to
allude
to
quality
Acronym:
of
the
full
name.
IniHals
only
(AGO)
Magic
Spell:
altered
spelling
that
is
unique
and
memorable
Combina2ons
of
above:
CiHbank
(descripHve
&
magic
spell)
20

21. Part
3:
PosiHoning
and
Taglines
(tags,
slogans
catchphrase)
•
A
tagline
is
a
short
phrase
that
captures
a
companies
brand
essence,
personality
and
posiHoning.
•
DecepHvely
simple,
but
grows
out
of
intensive
strategic
and
creaHve
process
21

22. Taglines
•
The
best
have
a
long
lifespan,
are
meaningful
and
well
used.
•
Nike’s
“Just
Do
It!”
has
become
part
of
popular
culture.
•
Target’s
“Expect
More.
Pay
Less”
is
a
brand
promise.
22

23. Types
of
Taglines
IMPERATIVE:
commands
acHon
starts
with
a
verb
YOU
TUBE
–
Broadcast
yourself
DESCRIPTIVE:
describes
the
product,
brand
or
service
TED
–
Ideas
worth
spreading
SUPERLATIVE:
posiHons
the
company
as
best
in
class
BUDWEISER
–
King
of
Beers
PROVOCATIVE:
makes
you
think;
typically
a
quesHon
DAIRY
COUNCIL
–
Got
milk?
SPECIFIC:
reveals
the
business
category
VW
–
Das
Auto
23

24. Thank
You!
For
further
reading
and
Sources:
Wikipedia
HTTP://EN.WIKIPEDIA.ORG/WIKI/WORLD_WIDE_FUND_FOR_NATURE
HTTP://EN.WIKIPEDIA.ORG/WIKI/WORDMARK
HARLEY
DAVIDSON
HTTP://JULESSOWDER.ARTICLEALLEY.COM/WHAT-­‐IS-­‐BRAND-­‐ESSENCE-­‐51373.HTML
JUST
CREATIVE:
HTTP://JUSTCREATIVE.COM/2010/04/06/BRANDING-­‐IDENTITY-­‐LOGO-­‐DESIGN-­‐EXPLAINED/
FEDEX:
http://www.fedex.com/ca_english/about/overview/companies/index.html?link=4
MERRIAM AND ASSOCIATES:
http://merriamassociates.com/2009/06/logo-styles-and-logo-types/
TÁTIL DESIGN DE IDEIAS
https://www.behance.net/gallery/Rio-2016/889218
Designing Brand Identity:
Alina Wheeler
24