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Why branding?1:37 with Matt Yow
In this video, we'll cover the three general types of brand identity designs.
So, why branding? 0:00 I think this can be answered with a when. 0:02 There are three general types of brand identity 0:04 designs, each with a when, somewhere in the consideration. 0:06 The first is a simple refresh, something to enliven the brand image a bit. 0:10 Check out Google's logo refresh. 0:15 No more drop shadow and gradient in the letters. 0:17 Mail Chimp's new logo type is much more scalable and timeless. 0:20 Morton Salt recently touched up their 0:24 vintage logo from a contemporary perspective. 0:26 Starbucks refreshed their logo when they simplified the Siren in the circle. 0:29 This is nothing dramatic and sometimes they go unnoticed by the general public. 0:33 The point is that it cleans up details that matter for long-term success. 0:37 The second type is a total rebrand. 0:42 Periodically, organizations or companies will seek 0:44 to reestablish themselves through a visual redesign. 0:46 The rebrand will sometimes accompany a merger, when two companies 0:50 join forces or need to communicate singleness through their brand image. 0:53 Periodicals, airlines, and banks are often caught in this situation. 0:56 A business merger example would be US Airways and American Airlines. 1:00 Occasionally, when the brand has a poor public image, and sales or services are 1:04 declining, an investment in a brand refresh 1:08 will be an attempt to revive the brand. 1:11 A new look can be a new future and new potential. 1:13 The third brand identity design is a completely new visual style. 1:16 This is most commonly seen with new brands, products or services. 1:20 Startups need a design brand to launch into market. 1:24 This is an example of a new visual style. 1:27 It is rare for existing brands because 1:30 of equity and recognition in previous designs. 1:32 Focus Lab falls into this category. 1:35
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