How-To-Design-a-Memorable-Brand-That-Catches-On

How To Design aMemorable BrandThat Catches On.Poppie Pack

CONTENTSHOW BRANDING WORKS1 WHAT MAKES GOOD BRANDING How the combination of strategy, design and consistency creates a strong brand.2 BRANDING PRINCIPLES The traditional components of branding such as vision, experience and originality.3 DESIGN IN PRACTICE How to use design elements such as color, type and photo filters to create an effective brand style.4 CASE STUDIES Some great brand examples created in Canva to show how to create your own style guide and marketing collateral.5 NOW IT’S YOUR TURN It’s time to implement what you’ve learned and work with your brand, creating beautiful designs of your own.6 RESOURCES Access all the resources you’ve seen throughout the book. Remix our graphics and create your own style guide.

AN INTRODUCTIONToday’s world is all about you see a mark that draws youaccessibility. If taxis were easy to in. The shoe with the swooshhail, we wouldn’t need Uber. If on the side, a familiar taglinebooks were affordable, then we on a poster, or the slick lookingwouldn’t need kindles. If it was mobile phone with the graphite-easy to ask a girl out at a party, back that grabs your attention.we wouldn’t need Tinder. It might be that you have neverUber gives you the GPS seen this brand before. It’s yourwhereabouts of your driver with first date and you’re trying tothe model of their vehicle; Kindle work it out. It’s intrigued you andgives you recommendations you want to know more. Throughon what book to read next their unique combinations ofbased on your previous design, color and typography,purchase; and Tinder gives you they have incited your curiositya shot at meeting someone and captured your attention.you might not have the guts Behind these products areto introduce yourself to. They companies with a deephave all created a promise understanding of their audiencethat is unique by positioning and how to engage with theirthemselves as ruler of their target consumer. They havegame within the marketplace, taken a strategic and boldquickly becoming a necessity approach to standing out fromin your life. This is branding. the crowd and are becoming a bigger piece of the puzzle.Every morning, on your commuteto work, whether by foot, Poppie Packpublic transport or car, you are Senior Designer, Canvabombarded with a visual feast ofbillboards, automobiles, apparel,technology, bumper stickers,advertising screens, radio… thelist goes on. Some of theseproducts get lost in the chaosand fall under the radar. Then

1.WHATMAKESGOODBRANDINGThis section will uncover thefundamental componentswhich make up the generalpractice of branding, Thisincludes the importanceof brand loyalty, strategyand great design.

LOYALTY How to keep your customers.Know your customer. Find out what they do andwhat they like - what makes them tick. This willallow you to tailor your product to suit their needs.The world is divided into two - making Coke seem oldtypes of people. Are you partial fashioned. Coke maintains itsto “Ice Cold Sunshine”, or “Taking classic brand ethos and by doingit to The Max”? Whether it’s Coca so, maintains its following.Cola or Pepsi that floats your boat,you are part of a battle between Brand loyalty is the commitmentfiercely loyal consumers. You are shown to a brand throughone or the other – not often will repetitive purchasing of ayou find someone who swings certain product, letting theboth ways. Pepsi challenged product become superiorCoke in the 1960s by positioning to its competitors.itself as “the generation ahead”

STRATEGY + UNIQUE SELLING PROPOSITIONIconic brands don’t happen by makes your company different.accident. Understanding your To be your own evangelist, youcustomer, how they connect need to know more aboutwith your brand and why they your company or product thanabsorb and respond to your anybody else. The only way tomarketing, is the basis of a well guarantee this is to researchcrafted strategy. Understanding your market, your competitorswhat motivates your audience and the people that have beenis crucial, you have to become champions in your domainan untrained psychologist. before you. From analytics to brand stories, consumerWhat makes your business trends and demographics –unique in a world of over- you don’t need to be risk freesaturated advertising? How do but the more you know, theyou stand out from your peers better your outcome will be.or competitors? The key to long-term success is recognizing what CRATE & BARREL - HOMEWARE The brand experience is unpretentious and speaks to the ‘every man’ – bringing you product directly from the ‘crate and barrel’. Crate&Barrel offers a promise style of its competitors. to their customers: great value Crate&Barrel’s initial focus in and high quality furniture 1967 was an unconventional and homewares. The brand shopping experience which led experience is unpretentious them to easily implement an and speaks to the “every man”. e-commerce strategy, paving It brings you product directly a way for online shopping that from the “crate and barrel”, keeps with the brand experience breaking away from the created decades prior. traditional but unaffordable

GREAT DESIGN material. Ensuring your creative visual communication. The look standards. Your style guides identity is cohesive across all and feel of the logo should is your refence for designingAesthetics matter. A well collateral created for your brand help with the implementation marketing collateral to ensuredesigned logo together with is the most effective form of of a clarified set of style purity of your visual identity.strategic positioning makes allthe difference for your marketingKIEHL’S - COSMETICS pharmaceutical products. The packaging, and in contrast to male. Kiehl’s are an eco friendly point of difference with Keihl’s their competitors, Kiehl’s offers a company with packagingEstablished in 1851, Kiehl’s is a is transparency. All ingredients, clean and less feminine approach made of recyclable material.family company created by a directions and skin benefits are to design. It’s no surprise thatpharmacist. The logo is elegant displayed on the front of the 30-40% of their customers areand simple, yet adheres to thelook and feel associated with

CONSISTENCY style across all these mediums is becoming harder to adhereConsistency creates the to. From smartphones and LEDgroundwork for the success billboards to social media, theof your business. With the fast spectrum of places to applymoving influence of different your brand is broadening.advertising platforms, theapplication of consistent designNIKE - SPORTSWEARNike is one of the most globally taglines of athletic prosperityrecognized brands thanks like “Eat our dust” and “Smoketo its messaging, consistent ‘em”. This kind of consistency isn’tuse of typefaces, and a clean just about applying the exactuncluttered visual style. The same style to everything, but also“Just do it” slogan embodies the reinforcing the brand’s persona.voice of Nike, with accompanying

ENDEAVOR - SNOWBOARDSen-deav-or: v. try hard to do or achieve something./ n. an attempt to achieve a goal / earnest andindustrious effort, esp. when sustained over aperiod of time.Endeavor Snowboards is a Interestingly enough, EndeavorCanadian based company that uses a monochrome filter whichwas founded by a pro rider not only captures the dramaticand photographer in 2002. It velocity of the content, but alsostrives to raise the bar for what enhances the positive/negativesnowboarding should be, (black and white) space of theand redefines the ultimate photographic composition.snow experience. This application even inspires the snow-shy to catch a chairlift.Endeavor’s consistent branding is The black and white themea particularly interesting element extends throughout all ofof its social media and marketing Endeavour’s creative, includingmaterial. The subject matter used its social media channels andin its social media and marketing website design. This maintains atends to be action shots of cohesive visual aesthetic, as wellboarders and snow-capped as creating a unique brand style.mountain tops.

2.BRANDPRINCIPLESIt’s important you understandthe footprint you are tryingto make in your market, howyou are different from yourcompetitors and how youare going to create a uniquejourney for your customers.

BRAND + VISIONTHE IDEALS OF YOUR BRANDThe beginning of any project these dreams become a reality?starts with a conversation about The fortuitous conversation andthe future. What’s the ideal overarching plan that is made atoutcome for this endeavor? What the stage of conception is whatis the dream result at the end of will define the brand’s vision andthe day? And most importantly, create a mission statement.how do we as a team make Kindle Family & PaperWhite (right) - one of Amazon’s best selling e-readers. AMAZON - E-COMMERCE A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well. - Jeff Bezos Make a mission statement. sell online that landed him with What do you think a Wall Street books as his final draw card. And banker would know about its mission statement? To be selling books on the internet? Earth’s most consumer-focused In 1994, an innovative Jeffrey P. company, where anyone can find Bezos left his banking career to and discover anything they want embark on the creation of online at the lowest prices. This might retailing sensation Amazon. It have seemed overly ambitious was a brainstorm of the Top 20 in 1995, but today Amazon is a products that he could potentially multi-billion dollar company.

OXFAM - NOT-FOR-PROFITIts mission: to reduce poverty and injustice in aglobal movement for change.Take Oxfam, an organization organizations establisheddevoted to changing the world. Oxfam with the mission toIts single mission statement: a reduce poverty and injustice injust world without poverty. It a global movement for change.doesn’t get more courageousthan that. Oxfam stands for the This mission has proved to be oneOxford Committee for Famine of the most successful statementsRelief, founded in Britain in known to not only the not-for-1942. Its first campaign was to profit world, but the advertisingsend parcels of food to starving industry in general. Oxfamwomen and children in occupied has maintained its integrityGreece during WW2. In 1995, and promise to create globala team of non-governmental change for the last 20 years.charity diagram

BRAND + EXPERIENCECREATING A JOURNEY FOR YOUR AUDIENCELet’s talk about brand experience. already started making it. half a sugar. Exchanging a smile This has not only ruined yourBefore work every morning, You hand over your loyalty card with the waitress, you rush out of morning, but tarnished the onceyou go to your favorite cafe. and he stamps it (one more until the cafe to get to the bus on time. peachy ideals you associated withWhen you walk up to the your free cup!), wishing you a great Once seated, you take your first your local cafe. A bad experiencecounter it’s not necessary day and using your first name as sip and disappointment stings can lose a lifetime of loyalty.to tell the bearded barista a friend would. Within minutes, across your face. He gave you a soyyour order, because he’s you have your piping hot latte with cappuccino with too much sugar. You hand over your loyalty card and they stamp it (one more until your free cup) wishing you a great day using your first name as a friend would.

This is not a free-breakfast-kind-of-deal,it’s a “special concept”, to make yourcustomer feel valued. Advertisement for The Ritz-CarltonTHE RITZ-CARLTON - HOSPITALITYOn the flipside, you have ultimate luxury hotel experience. plenty of stories like that of the afternoon had prepared a woodencompanies like The Ritz Carlton, This might seem extravagant but Ritz Carlton Dubai, where one walkway down the beach withwho not only provide an they claim it’s how they keep waiter overheard a gentleman a tent set up for them to dine inexceptional experience but take their brand promise. This is not whose wife was in a wheelchair, that evening. Now, that’s how youit to the next level. Each staff a free-breakfast-kind-of-deal; saying it was a shame she couldn’t create a great brand experience!member is given up to $2000 to it’s a “special concept” to make get down to the beach. The waiterspend on a guest, to deliver the customers feel valued. There are told maintenance, who by the next

BRAND + ORIGINALITYSETTING YOURSELF APART FROM COMPETITORSAmerican Apparel has created a voice thatreflects its brand and speaks to its pop-culturedemographic.Using a functional typeface for is both controversial and totallyits logo together with the bodies acceptable from an advertisingof retail assistants and word perspective, displaying nearof mouth, American Apparel naked people wearing littlehas gone against the grain of more than the item beinga mainstream fashion brand. promoted. Part of what is soSome might consider it aesthetic special about American Apparelpurity, intentionally avoiding the is that it has created a voice thatsugarcoated stereotype of the reflects its brand and speaksfashion industry. To add pack to the pop-culture audience,to punch, American Apparel while remaining true to thecreates marketing material that quintessential American Style.

Brand identity is thevisual characteristicswhich define yourbrand. It is whatyou see, touch andrecognize. It is thetangible aspect of yourproduct. It is the printor digital collateralwith logos, taglinesand an originalaesthetic unique tothe brand itself. Brandidentity is the fire thatconnects your businessand your customer.

THE ESSENCESUMMARY OF YOUR BRAND PERSONAYou’re waiting at the traffic lights on a rainy night,and ahead you see a billboard with an image of abeach. A wide, sun soaked, over-saturated cabanashot with a lone beer positioned in the sand. Evenwith the rain on your windshield, you know this isa Corona ad.Consider how your brand would Once you have figured out thesebe summed up by a consumer. characteristics, you will findWhat is the emotion your brand it easier to create your brandis selling? Are you selling trust? identity. These elements will helpIs it vital your customers feel you choose the correct typefaces,they can depend on you? photo filters, color palettes and style to apply to your collateral.Maybe you have specific valuesthat you are conveying through The essence of the beer is whatyour brand identity. Whatever has helped Corona createit is, these components are its visual assets. The warmwhat creates your essence. imagery and style of Corona’sThe personality of your brand. advertising lures a longing forIt is the way it’s perceived the beach as well as a thirst-by your customers. quenching need for a cool beer.

THE LOGOA SYMBOL CREATED TO VISUALLY REPRESENT THE BRAND“The life of a designer is a life of fight. Fight against the ugliness. Just like a doctor fights against disease.For us, the visual disease is what we have around, and what we try to do is cure it somehow with design.”- Massimo VignelliThe logo or mark that is used the customer. It is the first point imperative to rememeber that company. Your logo is just oneto represent your business is of recognition. Create a logo that your logo is not your brand. It element of your visual identity.often the first relationship that is is not only well-designed but one should not define you, but insteadformed between the brand and that is memorable. However, it is be a visual representation of yourType-based logos: Allpress, FedEx and Coachella. Pictorial logos: WWF, Apple, Spotify, Target. Mixed logos: Bondi Harvest, Saturdays Surf NYC.

3. Design is not just what it looks like and feels like. Design is how it works.DESIGN IN - Steve JobsPRACTICEThe following sectionwill explain the differentcomponents of designing foryour brand, from color andtypeface choices, to applyingconsistent style filtersto all your imagery.

IMAGES +FILTERSConsider the tone of yourbrand, as you have with thetypography and the colorpalette, and apply the sameto your images. Here, wehave created different filterstyles with a breakdown ofwhat each one represents.

VINTAGE‘70s-inspired photo filters arein high demand. They echobeaches, salty skin and generalsummer bliss. In this image, thebrightness has been decreased,to soften the blue sky andcreate warmer tones. Loweringthe contrast takes the edge offthe hard gleam in the palmtree. Adding a bit of X-process,inflects green tonesinto the sharp blue, imitatingan aged photograph.VISTAMake the still blue of lakesand rivers gleam by increasingcontrast and saturation.This helps the shadowsbecome more prominentand separates the colors bydarkening specific hues.

MONOCHROMEGet the full effect of shapesand forms by applyingmonochrome to your image.This doesn’t necessarily meanthat you have to make it blackand white; monochromesimply means shades of onecolor. Toggle the contrast andbrightness sliders to achievethe optimum effect for thefeatures within your image.SHARPEN UPCreate detail and texture inyour image by decreasing theblur. This is a great way to getthe full texture of elements inyour photo. The veins in theleaves (often hindered by theeffects of a slow shutter speed)are now brought to life.

CREATE CONTRASTWith objects that are textural,such as twine and pine cones,the contrast has been increasedto accent the blends. Thisfeature also helps the layersof objects offset each otherby defining the lightest anddarkest areas within yourimage. The saturation hasbeen adjusted to enhance thenatural hues in each object.HIGH SATURATIONIn food photography, keep yourobjects luminous and intenseby increasing the saturationand adjusting the x-process.This will also help enhance theseperation between colors.

FILTER TIP Make the still blue of lakes and rivers gleam by applying contrast and saturation. This helps the shadows become more prominent andseparates the colors by darkening specific hues.

COLORHow to create clever colorcombinations for your brandand apply them to your designs.

COLOR BREAKDOWN“The purest and most thoughtful minds are those which love color the most.” - John RuskinGREEN YELLOWGreen traditionally Yellow represents happinessrepresents freshness and and joy. The warmth of thisthe environment, a natural color stiimulates mental activitycolor choice for any brands and is said to capture morerelated to the living world. attention than any other hue.BLUE ORANGEOften used with technology Friendship and adventure arebrands, the color blue is represented by the color orange.associated with security, loyalty, You will notice that a commonintegrity and harmony. visual representation of sports will include something orange.REDPassion, emergency, sexuality PINKand lust are the emotions Romance and love are celebratedmost often associated with the in pink, this hue also relates tocolor red. In eastern cultures, nurturing and co mpassion.red is the color of good luck. It is known to bring out the empathetic qualities in people.PURPLEPurple stands for GRAYindependence, individuality They say this tone is knownand inspiration. You will see as impartial, being not onethis color used to represent or the other. It’s commonly aspirituality and magic. neutral color that has no major emotion attached to it.

THE COLOR WHEELDesigned in 1666 by Sir Isaac Newton - the color wheel is the basic compass used for combining colors,a visual representation of color theory.BRIGHT COOL TONESBright colors are found on These are colors that havethe outer edge of the color blue tones in them. They evokewheel. They are high-saturation calm and tranquil emotions.and described as a “hue”,the pure spectrum of the WARM TONEScolor (red, blue, yellow etc). Warm tones represent energyPASTELS and vibrance. They containPastel colors are the lightest, red and orange tones.and most diluted version ofeach color, and are located in BRIGHTNESS SLIDERthe center of the color wheel. The brightness slider is the toolThese tones have the which allows you to lighten orlowest saturation. amplify the tone of your hue.MIDTONESThese colors are your mid- HEXADECIMAL CODErange tones. They have The six-digit code whichan impact without over represents the exact color bydominating, and can be specifying the values of each hue.considered a little mutedas they lack the vibranceof bright colors, and thecalmness of pastels. Color code #

COLOR GROUPS ANALOGOUS SPLIT COMPLEMENTARY MONOCHROMATICChoosing colors has some These colors sit next to each This group is easier to work A monochromatic color palettescience to it. Here is a other on the color wheel. with than complementary is when all shades are of thebreakdown of some of the Because they are so similar colors. It is made up of two same color. It is commonlymain color groups, and how in hue, create contrast by similar colors along with misrepresented as tones ofthey are established based using different tones. one contrasting hue. grey, however its true definitionon their location within the is tones of the same hue.color wheel. Remember COMPLEMENTARY TRIADthis is a guide; the bestway to find colors is to These colors are opposite Colors that sit in an even triangleexperiment with different each other on the color wheel. across the color wheel are thepalettes and combinations. This high contrast application triad group. A successful balance creates a vibrant pairing of these hues is when one color and a strong visual effect. dominates over the other two.“There are colors which cause each other to shine brilliantly, which form a couple which complete eachother like man and woman.” - Vincent van GoghAnalogous Complementary Split Complementary Triad Monochromatic

CHOOSING BRAND COLORSChoosing the right colors for your Experiment by playing around photo grid. Insert images with contrast so that they willbrand might seem like a daunting with different schemes by interesting colors and collect the work well when appliedexercise. Find out which colors plucking hues from photos, and dominant hues you like from the as backgrounds, elementsrepresent your industry creating moodboards to see how photograph to form a palette. It’s and overlaying type.or reflect the emotion you the colors work together, or don’t. important to ensure you choose awant your brand to convey. Try creating a template with a collection of colors with enoughColor combinations can come from anywhere, from the tones in nature, to the facades of buildings.Use a color dropper tool to create some beautiful palettes of your own. Here we have collated somenice options to inspire you.

COMBINING FONTStypefaces for impact How to create and apply effective font combinations to develop a typographic style for your brand.

FONT PAIRINGTypefaces have personality too. Different typefaces symbolize moods. Therefore, the fonts you chooseshould represent your business, becoming a visual footprint for your brand.Typography is one of the most footprint for your brand. serif and serif pairing is a nice are often called display fonts.interesting and exciting parts of Just as certain colors work well option, as the opposing styles Remember, you don’t have tographic design. Different typefaces together, there is a science will create pleasing contrast. use different typefaces to get arepresent different personalities, behind font pairing also. Some You can use a more detailed or dramatic effect: use light, boldso the ones you choose to for type combinations work better elaborate typeface (like Sifonn or and italic versions from theyour business will create a visual together than others. A sans Sacremento) as a header, these same family for versatility. 1940 COCKTAIL HOUR LUMBERJACK BIG & BOLDSacremento Mr Dafoe NORWESTER ANTON SIX CAPS Use the typeface Josefin Sans ROBOTO REGULAR ECONOMICA BOLD Regular for your body copy. Use the typeface Roboto Use the typeface Open Sans Use the typeface Archivo Narrow for your body copy. for your body copy. Regular for your body copy. PERFUMERIE INDUSTRIAL OKTOBERFEST GRAND OPENING LIBRE ROBOTO CONDENSED GERMANIA ONE ROBOTO CONDENSEDBASKERVILLE HAMMERSMITH ONE Use the typeface Lora Regular Libre Baskerville Italic for your body copy.Use the typeface Libre Baskerville for your body copy.

Quattrocento OSWALD BOLD QUANDO OSWALD REGULAR FOUNseTQPuAaItRtrIoNcGento for Use Archivo Narrow for your body copy. your body copy. GELATO BAR GEOMETRIC ENGAGEMENT CONDENSEDYellowtail Quattrocento OSWALD BOLD RALEWAY REGULAR Use Raleway Regular QUANDO OSWALD REGULAR for your body copy. Use Quattrocento for Use Archivo Narrow for your body copy. your body copy. MAGAZINE FRENCH BAKERY G E L A1T9O4 0  B A R COCKTAIL HOUR GEOMETRICAbril Fatface Parisienne YSealclroewmteanilto UsReA thLeE tWypAefYacRe EJoGseUfiLn ASRans Mr Dafoe ECONOMICA BOLD ReguUlasre fRoarl eywoauyrR beogdulya rcopy. for your body copy. ROBOTO REGULAR Use Libre Baskerville Use the typeface Roboto for your body copy. for your body copy. ORGANIC PRODUCE FASHION PERFUMERIE INDUSTRIALARVO BODONI BOLD LIBRE BASKERVILLE ROBOTO CONDENSED COUSTARD Bodoni Italic Libre Baskerville Italic Use Sanchez Regular Use Quattrocento Regular for your body copy. for your body copy. Use the typeface Libre Baskerville for your body copy.

4. Design can be art. Design can be aesthetics. Design is so simple, that’s why it is so complicated.CASE STUDYSECTION - Paul RandNow that we’ve demonstratedthe elements that make upa brand’s identity, we will runthrough four case studies.They have been created inCanva to show how to easilyimplement a style guide.

GUIDELINES CASE STUDY ONE Object Product - Home ware Company We’ve created Object Product is a homeware and product company that sells Scandinavian style furniture and objects. They’ve distinguished themselves for their beautiful and functional Nordic products. Given this cool and calm aesthetic, the strategy behind OP is to create a stylish and easy shopping experience.

THE LOGO THE COLOR PALETTEThe geometric monogram inside and items in a house combine Colors can produce an emotional This home ware company hasthe circle is a typical minimalistic to make a home. Enclosing your response, therefore the colors color coded its category sectionssymbol, which is part of the logo inside a shape is extremely you choose for your products to easily identify with theirScandinavian style. The O and P functional. It means you are should be selected with care. audience what each piece ofhave been tightened together able to place it with ease no The palette below has outlined marketing material is about.together using letter spacing matter what the background. a rationale behind the colorto symbolize the way furniture choice of each category.Colors can produce an emotional response, therefore the colors you choose for your products should beselected with care. LOGO COLOR PALETTE PLANTATION CRAFTING EDIBLE GENERIC PLANTATION CRAFTING EDIBLE Plantation collection. Crafting collection.  The edible collection. Plantation green is used This category encompasses  Blue is the color chosen to The logo is used in color variants based on category. to celebrate all plants all items containing paper  represent all the culinary and items made of and crafting materials. and food associated plant materials. brand category.

THE TYPOGRAPHY THE IMAGESThe font combination chosen fitting with its contemporary The filter used for Object photographs used is that itfor this brand is Sifonn and aesthetic. Sifonn, with its heavier Product is low contrast and has been shot from a bird’sJosefin Sans, both art-deco style weight, is a suitable typeface high saturation. This creates a eye view (flat high angle), tosans serifs. The clean and sharp for headings and call to action shallow depth of field, making showcase the products layingedges of the typefaces represent messaging. Josefin Sans is a the objects in the image seem flat. This also creates a morethe equally crisp edges and finer font, and works well for flat, allowing the photograph to one dimensional effect whichstructure of the products sold body copy and subheadings. act as a background. Another better acts as a backgroundat Object Product, while also vital component to all the than angled photographs.Another vital component to all the photography used is that it has been shot from a bird’s eye view(flat high angle), to showcase the products laying flat.TYPOGRAPHY TREATMENT IMAGERYPrimary Typeface Sifonn to be used for title and headings. FILTER CODE: 7E32A764640075 SUBHEADINGSJOSEFIN SANS(BOLD) Josefin Sans Bold caps to be This filter is low contrast and high saturation. The benefit of this is that it creates a shallow depth of field, used for all subheadings. allowing the imagery to act as a flatter style background but keeping the colors strong and warm.Secondary Typeface 1 Bodycopy Josefin Sans Bold caps to beJOSEFIN SANS used for all bodycopy.Secondary Typeface 2

Its Twitter posts use color overlay on top of thebackground image which helps the collectioncategory stand out and enhances the white type. COLLECTION OBJECTPRODUCT.COM/EDIBLELeft: A Twitter post in action. Right: Three different posts using different category colors and imagery.Object Product has used the these graphics. It well offsetscolor overlay effect for their social the background from themedia posts. This application type and allows the categoryserves the minimal text on name to be full focus.

SIGNAGEHOW BRAND IDENTITY IS IMPLEMENTED IN A STORE.

CASESTUDYTWOWednesday for Wishes- Charity FoundationWednesday for Wishes isa charity foundation thatsupports less privilegedchildren. Every child broughtup in a loving home with theluxuries of choice has wishesgranted, but the same is notsaid for those less fortunate.Wednesday for Wishes raisesmoney to help grant the wishesof children that are orphaned,homeless or unwell. It is ahumanity focused not-for-profitwith a dream for a better world.

THE LOGO THE TYPOGRAPHYThe “Ribbon of Infinity” has been the page as if never ending. Montserrat has been chosen as of text, and all copy is placedcreated to represent the idea that The logo can be used in any of the brand typeface. It’s a very in lowercase, this is the branda wish does not go away until it is the brand colors but neutral and unpretentious sans making a statement. This choicegranted. Both ends of the ribbon always at 80% opacity. serif that is easy to read and represents their lack of interest inget smaller, but one always sits off stands out well when scaled. hierarchy or levels of importance, There are three weights that only their brand mission. are applied to different partsDesign is in everything we make, but it’s also between those things. It’s a mix of craft, science, storytelling,propaganda, and philosophy. — Erik Adigard

COLOR PALETTE represent the opaque thistles THE IMAGES Wishes choose wild dandelions of a dandelion. The dandelion as a theme in marketing material,The Wednesday for Wishes is a common symbol within The image style chosen for as they are synonymous withfoundation has a soothing brand imagery and is associated Wednesday for Wishes is made the analogy of wishes. Therepalette made up of soft colors. with making a wish. up of decreased brightness, is also a subtle transparencyThese colors have been muted a purple tint and heavy applied to the images to enhancewith a subtle transparency to x-processing. The combination style and tone of the brand. of these effects makes for a soft and whimsical effect. In terms of the content, Wednesday forWednesday for Wishes choose wild dandelions as a theme in their marketing material as they aresynonymous with the analogy of wishes. There is also a subtle transparency applied to the images toenhance the whimsical tone.

DESIGN IN PRACTICEHere is a collection of Wednesday the text wraps around the If you are creating a Facebook been right aligned. The logo isfor Wishes collateral. The poster dandelion for emphasis. Cover or Twitter Header, there is already in your profile picture,has more detailed information The social media posts take a an avatar on the left hand side. so it isn’t neccessary to includein order to drive potential new more simplistic approach. It’s It’s important to compose your it in the design of your cover.supporters. From a design vital to include your tagline and a design to the left as opposed toperspective, you will see that call to action within your graphic. the other graphics which haveFrom top left: Poster, Social Media Posts and Facebook Cover.

CASESTUDYTHREEOrchard -Fresh ProduceThe McGrath family hasbeen building Orchard, theirfresh goods company, for57 years. They deliver consistentquality to their customers, andcontinue to improve seasonto season. Orchard uses nopesticides or genetic enhancerson their produce. They pridethemselves on their organicmethods, from the growthof its fruit and vegetables totheir packaging and delivery.The “Paper Bag Promise” of100% natural food that wasinstalled by the Orchardpioneer still lives today.

LOGO THE COLORSThe team at Orchard are firm customers that the company is Because Orchard doesn’t for their color palette are tonesbelievers in “you are what you eat”. committed to supplying food in believe in artificial adjustments drawn from the first productsOrchard’s logo is symmetrical, its most natural form. Orchard will or modifications, the same that original founder, Terryrepresenting the natural balance nourish and connect your family rules apply to their branding. McGrath grew: blueberries,and order that’s found in nature. with the goodness of the earth. Therefore, the colors chosen pumpkins and eggplant.The logo serves as a guarantee toOrchard’s logo is symmetrical, representing the natural balance and order that’s found in nature.

THE TYPOGRAPHY THE IMAGESOrchard uses two typefaces: Source Sans Pro has been chosen The filters used for Orchard untouched feel. Increasing theRaleway Heavy and Source as a secondary typeface for its imagery are slightly desaturated, brightness enhances the elementSans Pro. Raleway Heavy, with easy to read quality. An added suggesting that the products of freshness. Adjusting theits bold and geometric style, benefit is how its narrow form are free of genetic modifications. brightness also ensures that whenis used for titles and headings. contrasts nicely with Raleway. fruits and vegetables. This finish the dark color overlay is applied gives the content an organic and the produce doesn’t get lost.The filters used for Orchard imagery are slightly desaturated, suggesting that the products are free ofgenetic modifications. fruits and vegetables.RALEWAY HEAVY ORCHARDMr Dafoe

The team at Orchardoffer weekend toursaround the farm toeducate people on theimportance of organichorticulture. Orchard’sFacebook page is usedas a resource for followup information.Posters designed to celebrate seasonal fruitusing the feature typeface, Mr Dafoe.

The “Paper Bag Promise” of 100% natural foodthat was forged by the Orchard pioneers stilllives on today.Orchard’s social media space is children. There are printableutilized as an educational forum fact cards, and on weekendsto encourage customers to learn there are guides who offerabout the health benefits of the tours on the farm educatingdifferent fruit and vegetables people on the importancesold at the market. This is also of organic horticulture.an excellent learning portal forFrom top left: Printable fact cards, the Orchard Facebook Page featuring cover image and profile picture.

NOW IT’S YOUR TURN.“Branding is not just a product, it’s also a wayof life, an idea, branding is actually leadership.”- Onyi AnyadoSo there you have it, an Next Generation with Pepsi?introduction to the world As a consumer, you are a playerof branding! This is just the in a strategic plan created bybeginning of your adventure. companies to challenge idealsNext time you are catching the and cultivate a following.subway home, look at all thevisuals around you. The products I hope this has exposed youin your peripheral, the fonts to other elements withinused on the transport signs or branding. Whether you are athe symbols on backpacks. small business owner, a CanvaWhen you are on Tinder, think fan or a curious creative, thisabout the logo; that familiar will help you put into practiceflame that is burnt into your the basic principles of branding.brain, how it is consistently used Now that you’re equipped withto navigate through the app. the resources, it’s time to makeWhen a hot day takes its toll your own mark in the world.and you need a cool drink tobounce back, do you go classic Now it’s your turn. WhatCoke or are you part of the are you waiting for?

RESOURCES SECTIONCANVA REMIX LINKS TO START YOUR OWN BRANDING JOURNEY.Click on these links to create designs as you please, createand save your own version of all new color palettes and challengethe brilliant designs you have your type combinations usingseen in this book. Adjust the these useful templates.Color palette Filters Fact graphics Orchard styleguideObject Product styleguide Wednesday for Wishes styleguide Twitter graphics Diagram layout