Lecture7_VisualIdentity

Lecture7_VisualIdentity - 1 2 Visual Identity...

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10/26/2009 1
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10/26/2009 2
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10/26/2009 3 Visual Identity Central to the success of any product or organization What is Visual Identity? Overall “look” and “feel,” but more than just a logo Vi l k f i ( l d Visual mark of image (goals and values) Vital aspect of relationship building Coca Cola logo estimated to b h be worth $3 billion! Visual Identity Functions Effectively communicate organization’s image (goals and values) C h h d i i l Cut through advertising clutter Help customer make selections
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10/26/2009 4 Distinguishing Features Consistent Distinct attributes Core goals/values Key publics Unique Memorable Characteristics of Effective Logos Recognition and recall Positive affective reactions M i Meaning Subjective familiarity Design Elements Color Form Typography
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10/26/2009 5 Logos VECTOR BASED Trademark A trademark is a “word, name, symbol, or device or any combination thereof, adopted and used by a manufacturer or merchant to
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