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Understand brand theory such as positioning, value, identity, guidelines, and tone of voice. (K6)

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Understand brand theory such as positioning, value, identity, guidelines, and tone of voice. (K6)

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-Understand how to create a brand identity

-Use tools which can help you create a brand​

-Understand how to maintain a brand

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•Day 1 & 2

•Day 1: Intro to brand, branding fundamentals and brand identity

•Day 2: Branding mockups, community management and customer service

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What is your definition of a brand?

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What makes a good brand? Think of your favourite clothing brand

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On a piece of paper write down the names of all the logos.

Answers -

•Starbucks

•Mailbu

•Atari

•Google

•CBS

•Unilever

•Kodak

•Bic

•Beats

•Youtube

•Adobe

•BP

•Adidas

•Paypal

•Quicksilver

•Rolex

•Fruit of the loom

•Target

•Apple

•Mitsubishi

•Motorola

•Linux

•NBC

•Pepsi

•Channel

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What is the purpose of having a brand?

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How is branding different to marketing? List reasons.

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How is branding different to marketing? List reasons.

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Using Coolors , find a palette for each colour type (one screenshot for each)

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Using Coolors , find a palette for each colour type (one screenshot for each)

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https://coolors.co/palettes/trending

Add the following separately to get screen captures on the site.

Bold

Bright

Dark

Moody

So 14 in total!

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Choose a colour and screenshot:

Monochromatic

Analogous

Traidic

Tetradic

https://www.canva.com/colors/color-wheel/

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Color wheel - color theory and calculator | Canva Colors

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The color wheel shows the relationship between colors. Create the perfect color scheme for your next project. It’s easy and free!

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Types -

A Emblem

B Monogram logos (Lettermarks)

C Workmarks (logotypes)

D Pictorial marks (Symbols)

E Abstract logo marks

F Mascots

G Combination mark

Statements -

1. Wordmark or lettermark and a pictorial mark, abstract mark or mascot

2. Specific type of pictorial logo in geometric form

3. logos that have an illustrated character

4. Icon or graphic-based logo

5. Logo consists of a font inside a symbol or an icon; think badges, seals and crests

6. Logos that consist of letters, usually brand initials

7. Font-based logo that focuses on a business’ name alone

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Add a screenshot for each of the 7.

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Why would you use the following logo types?

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Why would you use the following logo types?

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Monogram logos (Lettermarks)

Workmarks (logotypes)

Pictorial marks (Symbols)

Abstract logo marks

Mascots

Combination mark

Emblem

https://www.perplexity.ai/

https://www.vistaprint.com/hub/types-of-logos?srsltid=AfmBOorv84lN2yPjqP_RGTgDZxREEHlgG5E1X766Fi4iP7jij45v-eER

https://www.youtube.com/watch?v=L_SVQ8yWlYk&list=PLdPSU8H0ozfoWoTTQFxFh5pMH4C3doTke&t=46s

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Research

Monospace Fonts

Decorative

Geometric

Description of each font

When to use each font

What feel does each font give

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What industry/profession would use each tone?

What feel does each tone give?

E.g. Professional tone would be used by finance and law companies to give a serious and knowledgeable feel.

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What are the specific colours of your brand? (HEX)

https://redketchup.io/color-picker

What typography does your business use?

§https://www.myfonts.com/pages/whatthefont?srsltid=AfmBOoo5WqvTNSy3a5xdJhFsBFUdUsVumfuCMsLYNGBemq3EbZepLwza

What tone of voice does your business use when communicating?

What type of logo does your organisation use?

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Watch the video or listen to the podcast and note down the main points you have learned from either watching the video or listening to the podcast.

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Building a StoryBrand Summary | Book by Donald Miller

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What are your organisation's brand values?

How do they communicate these values?

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Choose 3-5 Competitors

What is their UVP?

What colours do they use? What type of logo? What typography? What tone of voice?

Brand positioning map – axis could be cost and social responsibility?

(REMEMBER BRANDED SLIDE DECK + PRESENTATION NO MORE THAN 10 MINUTES tomorrow after we have also included Task 19...)

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Develop a cohesive brand identity using colours, typography, tone of voice, and a logo for a new sustainable fashion start-up brand for both men and women called ReVibe

Colours - Choose 3-5 colours for the brand, identifying primary and secondary colours

Typography - Typography – Select 2-3 typefaces, identify which is for headings, body text etc (Fontpair + Monotype.com)

Tone of voice - Choose an applicable tone of voice and write a short mission statement (50-150 words)

Logo - choose an applicable logo type and use this to create your logo, applying the above

(REMEMBER BRANDED SLIDE DECK + PRESENTATION NO MORE THAN 10 MINUTES tomorrow after we have also included Task 19...)

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Match the brands to the values

1,2,3,4,5

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Using the mockups and the brand identity you created for ReVibe:

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Using the mockups and the brand identity you created for ReVibe:

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Create 5 advertisements in appropriate places for the brand and explain why (7Ps), also take into consideration ReVibe’s possible brand values

https://www.photopea.com/

https://mockey.ai/landing

PLEASE PIN YOUR PRESENTATIONS BELOW...THANKS

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Create a brand for a start-up software company called ‘Skillifier’  which has a platform that identifies skills gaps in marketing teams to allow them to improve.

Get printscreens from the brand kit for just the following logo, social media stories and website preview.

https://looka.com/

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What is the purpose of building, nurturing and engaging a brand’s audience?

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What is the purpose of building, nurturing and engaging a brand’s audience?

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Which company would typically adopt each approach? Match the approaches to the brands 

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Which company would typically adopt each approach? Match the approaches to the brands 

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1. Social media

2. Forum

3. Brand-owned

4. Networking events

5. Workshops and conferences

6. Pop-up Stores

BRANDS

NIKE

LINKEDIN

MINECRAFT

LUSH

GYMSHARK

SUPREME

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How could ReVibe use each of the following to help their community management? (Unlimited budget)

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How could ReVibe use each of the following to help their community management? (Unlimited budget)

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Social media

Forum

Brand-owned

Networking events

Workshops and conferences

Pop-up Stores

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Explore hashtags on Instagram and TikTok to find 5 possible Influencers for ReVibe

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Explore hashtags on Instagram and TikTok to find 5 possible Influencers for ReVibe

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Take print screens of their profile/posts and explain why they would be a good fit for ReVibe

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What are the benefits of the following?

eg.

Enhancing Customer Satisfaction

•Purpose: To ensure customers feel valued and satisfied with their experience.

•Impact: Satisfied customers are more likely to become repeat buyers and recommend the business to others.

•Example: A responsive helpdesk that quickly resolves billing issues fosters trust and satisfaction.

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How can a customer make their feelings known about a company? What methods/channels would they use?

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How can a customer make their feelings known about a company? What methods/channels would they use?

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Looking at the methods/channels, which have the biggest issues in? Pick 3 for each category

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Looking at the methods/channels, which have the biggest issues in? Pick 3 for each category

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Being difficult to monitor

Most resource-intensive

Most damaging to the brand

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Research the following social listening tools:

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Research the following social listening tools:

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Comment on -

Value for money

Features

Reviews

Talkwalker

Sproutsocial

Hootsuite

Brandwatch

Mention

Buffer

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How would you deal with this scenario? Draft your response

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How would you deal with this scenario? Draft your response

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Color psychology: The logo color tricks used by top brands & how to DIY

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A logo’s color can say a lot about a brand. Read more and explore the color wheel, find a scheme, and learn more about color psychology facts.

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Vistaprint Blog: Small Business Ideas & Advice from Experts

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The 7 Types of Logos And How to Use Them | VistaPrint US

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There are 7 different types of logos. Though they’re all a combination of typography and image, each has its own flavor. Learn which logo type is best for your brand.

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Rules of Typography: The Basics of Good Graphic Design Practices For Your Labels

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When it comes to product design, typography isn’t just about fonts – it’s a tool that shapes how customers perceive your brand, understand your product, and decide to buy.

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Sure, I read through The Marketer's Crash Course in Visual Content Creation and learned some sweet PowerPoint and Photoshop tricks that have helped me a lot with my content marketing job. But I really wanted to take my design skills to the next level.

So I asked all my designer friends what my next step should be -- and every single one said to take a course on typography.

Why typography? Turns out that while the importance of typography is often overlooked, it plays a critical role in strengthening your brand, creating interest in your product, and highlighting your central message. Knowing that, I decided to sign up for a typography course at the Massachusetts College of Art and Design. Couldn't hurt to learn how to identify a good font from a bad one, right?

I learned a lot more than that. I realized that paying attention to even the littlest details of type can make all the difference in the world when you're laying out an email, ebook, or image for social media.

This is why I wanted to write this post: to share the most important learnings and resources with my fellow marketers.

So, what do you say? Are you ready to take your DIY design skills to the next level? Let's get started.

Click on a section header below to jump to that section:

What Is Typography?

Before taking this course, typography -- to me, at least -- was more the art of scrolling through a dropdown menu until I found a font that looked like it could work. But it turns out there's a lot more to it than that.

Typography is the art and technique of arranging type, type meaning letters and characters.

Notice that it's about more than just the design of letters and characters; the arrangement of those letters and characters is just as big a part of it all. That refers to the selection of point size, line length, and spacing, both on a single line and throughout an entire page or piece of work.

To understand where the importance of arrangement comes in, I like to think back to Johannes Gutenberg's printing press. At one point in time, people practiced typography using printed materials -- meaning they were literally taking letters and characters and arranging them in physical space.

Today, thanks to computers, open source fonts, and scalable computer typography, it's a lot easier to arrange letters and characters. But that physical piece remains important, even in the digital sphere.

Why Is Typography Important?

Typography is absolutely everywhere. Just look at your phone, a billboard, your coffee cup, or even the different styles used in this blog post. Every font, letter, and character arrangement plays a part in determining how a message is conveyed.

Sure, it might seem trivial at times, but even the smallest of type adjustments can impact the look and feel of your work. For example, back in June, Facebook tested a new font on its users called Geneva. While the new font was only slightly thinner and lighter than the original, Helvetica, it made a noticeable difference to some.

"The overall effect is a lighter, more modern looking block of text," explained Chris Mills for BGR.

Same goes for when Apple changed its default font from the dramatically thin Helvetica Neue to one they developed in-house called San Francisco.

"The differences between Helvetica and San Francisco are subtle, even to the trained eye, but they're there," wrote Liz Stinson for WIRED. "While still an austere sans serif, San Francisco is bolder and friendlier than Helvetica Neue. Based on the German typeface DIN, San Francisco gives characters more breathing room, which will make it easier to read on relatively tiny mobile screens. Tall and skinny, San Francisco is space-efficient, like Google's custom typeface Roboto, which you could consider a close cousin to Apple's font."

The takeaway here? The little details do matter.

In fact, one of the only college courses Steve Jobs took was on calligraphy and typography, which he believed played a critical role in the success of Apple. As he once said in a Stanford University commencement speech, "If I had never dropped in on that single course in college, the Mac would have never had multiple typefaces or proportionally spaced fonts." Can you imagine a world where Apple products didn't have a focus on beautiful design? I certainly can't.

Once you realize how much thought goes into carefully selecting a typeface, it becomes much easier to recognize the differences between typefaces and understand why they might've been chosen in the first place. Take a look at some of the examples below to get a better sense of what I mean ...

Ready to move on to some typography terminology? Let's go.

Typography Definitions & Terms

Typefaces vs. Fonts

If you thought these two words were interchangeable, you're not alone. But they actually mean two different things.

Typographer, Nick Sherman, once used a great analogy to explain the differences between the terms "typeface" and "font." He suggested comparing these typography terms to the musical terms "song" and "mp3." When you're explaining how much you enjoy a particular tune, you say, "I love this song!" You wouldn't say, "I love this mp3!" The song is the work of art, whereas an mp3 file is just the delivery mechanism.

The same rules apply in typography. You should use the word "typeface" when describing the creative work (i.e., what you see). This is a more abstract design term used when referring to the way a specific collection looks or feels. For example, Helvetica is a typeface.

If you're describing the physical embodiment of the collection of letters and characters, you should use the term "font." It refers to what you use -- whether that's a file on your computer or a case full of metal letters. This is the tangible representation of that collection of letters and characters. For example, Helvetica Bold and Helvetica Light Oblique are fonts.

Here's how you could use these two terms in a sentence:

The Anatomy of a Typeface

It's way easier to communicate with designers when you actually speak their language, which is why it's important to understand the anatomy of a typeface.

Each part of a letter has its own special term, similar to bones in a human body. Below, you'll see three diagrams that explain the makeup of individual letters, how these elements interact with each other, and how they sit on a line.

For example, let's take with the word "Faulty" as it's shown in the picture below.

Here's how each of the terms here are defined:

Baseline: The line where the letters sit.

Cap height: The distance from the baseline to the top of the capital letter.

X-height: Located in between the baseline and the cap height, it's the height of the body of the lowercase letter. (In this case, it's the letters 'a,' 'u,' and 'y.')

Bowl: The curved part of the character that encloses the circular or curved parts of some letters, like 'd,' 'b,' 'o,' 'D,' and 'B.' (In this case, it's that round shape sticking off the letter 'a.')

Serif: The slight projection finishing off a stroke of a letter in certain typefaces. (In this case, it's that little foot sticking off the letter 'l.')

Descender: The longest point on a letter that falls beyond the baseline.

Now, let's look at the word "flash":

Here's how these terms are defined:

Ligature: The stroke that joins adjacent letters. (In this case, you'll notice the 'f' and the 'l' smush together to form one character.)

Stem: The base of a letter, similar to the stem of a flower.

Spine: The curvy body of the letter 's' -- and only the letter 's.' It gets its own term because the spine can be almost vertical or mostly horizontal, depending on the typeface.

Ascender: The portion of a letter that extends above the mean line of a font -- i.e., is taller than the font's x-height. (In this case, you'll also notice the letter 'h' is actually taller than the x-height.)

Still with me? Just a few more here. Let's take a look at the word "Beef":

Here's how these terms are defined:

Cross bar: The bar that goes across the inside of the letter and connects one side to another. (In this case, it's the bar inside the capital letter 'B.')

Counter: The empty space in the middle of letters such as 'B', 'O', or 'A.'

Finial: The tapered end of letters such as 'e' or 'c.'

Terminal: A type of curve that you see at the top of the letter 'f' or the end of the letter 'j.'

Good work. Now that you know the anatomy of letterforms, let's get into the terms related to spacing: kerning, tracking, leading, and hierarchy.

Kerning

Kerning is the modification of the space between two letters. For example, check out the image below:

Here, I used Franklin Gothic Medium to showcase the natural space you see between two letter T's. It looks a little too snug, right? By customizing the spacing between just these two letters, you'll be able to increase readability.

Tracking

Similar to kerning, tracking deals with a modification to letter spacing. However, instead of adjusting the spacing between just two letters, tracking is an adjustment to the spacing between all letters an entire word. See the difference below:

For this example, I chose to make an extreme adjustment to the tracking. Typically, you'd want to apply tracking in small increments to avoid causing readability issues.

Leading

Remember in high school when you had to double-space your essays? Well, the terms "single-space" and "double-space" can also be called "leading," which is the distance between the baselines. See leading in action:

You can choose to increase your leading, creating more space between the baselines, or decrease your leading, which pushes your lines of text closer together. The reason high school teachers asked for essays to be double-spaced was because it's much easier to read, and they could make corrections to the text more easily.

Hierarchy

As you read through this blog post, you'll notice certain words stand out more than others. That's what designers would call creating a hierarchy. You can use different weights (bold, regular, light), styles (italic), and sizes to create a sense of order within your text. Not only does this help create a legible flow, but it helps the reader see what the most important points are.

Here's an example of what hierarchy looks like:

In most cases, you want people to read the title first. That's why you'll see most titles are much bigger and bolder than the body text. Call-out quotes and descriptive sentences can also stand out above the rest of the text using techniques such as bolding and italicizing.

With effective hierarchy, the reader should be able to jump from one section to the next to identify the most important points.

Got all these typography terms down? Cool. Let's move on to how typography is organized with type classifications and type families. (Takes you back to biology class a little, doesn't it?)

Type Classifications

The two main type classifications you see are called serif and sans serif. Other classifications include slab serif, blackletter, script, modern, and decorative. Let's start with the most common two, and then touch on just a few others to give you an idea of what they're all about.

Serif

Remember when I pointed out the little foot in the word "Faulty?" Typefaces with feet like that are called serif. You can see where I highlighted these little feet below:

Common serif typefaces include Times New Roman, Georgia, and Garamond. If you're reading a novel, you might notice the body text is a serif. That's because a serif is much easier to read in long, printed works due to the distinctiveness between letters.

Sans Serif

In French, the word "sans" means "without." So the term "sans serif" literally means "without serif." In the image below, you'll notice the words lack serifs, as I pointed out with the red arrows.

Common sans serif typefaces include Arial, Verdana, and Futura. You'll see a lot of sans serifs being used in blog posts and documents on the web because it feels more modern and looks great even at lower screen resolutions.

Blackletter

Blackletter typefaces, also referred to as Gothic, Fraktur or Old English, are known for its dramatic thick and thin strokes and its elaborate swirls on the serifs. These typefaces are based on early manuscript writing -- in fact, blackletters were used in Gutenberg's Bible, one of the first books ever printed in Europe. They were much more popular before 1500 than they are today.

As you can tell, blackletters are pretty hard to read, which is why they're not typically used for body type. You'll usually see them in headers, logos, posters, and signs -- like on newspaper nameplates ( New York Times' logo, anyone?), or on the headers of certificates, diplomas, or degrees. Common blackletter fonts include Cloister Black, Deutsche Zierschrift, and Germanica.

Script

Script typefaces are based upon the varied and often fluid strokes created by handwriting. As scalable computer typefaces, characters in these scripts can now string together with one another automatically so they convincingly mimic handwriting, rather than users having to manually pick and choose which letters go after which -- which you can imagine was a painstaking process.

Under the umbrella of a script typeface, there are two basic classifications: formal and casual. Formal scripts are often reminiscent of the handwritten letterforms common in the seventeenth and eighteenth centuries, and they're used for elegant designs like invitations and diplomas, not for body copy.

Casual scripts, or informal scripts, are just that: less formal script typefaces that look more like everyday handwriting

Those are just a few examples of type classifications to give you an idea of how they work. But, since this is a blog post, not a typography course, let's move on to type families.

Type Families

The term "type family" or "typeface family" is used to describe a range of designs that are all variations of one basic typeface.

For example, you'll see that Proxima Nova has variations such as bold, extra bold, black, regular, light, light italic, and regular italic:

Sticking to a single type family will help add variation to your designs, while keeping it consistent and uniform.

Designers might use various fonts within one family to create a sense of hierarchy -- designing so that the most important elements, such as headlines and quotes, stand out above the rest of the text.

Typography Fonts

Before we wrap up here, I figured I'd leave you with a few great resources for where to find free fonts to download from the web, along with eight free ones I handpicked from these resources to get you started.

Great Resources for Free Fonts

"35 of the Best Free Fonts You Should Download": A HubSpot blog post curating 35 of the best free fonts on the internet.

Google Fonts: Hundreds of free, open-source fonts from Google that are already optimized for the web.

Behance: A great resource for finding beautiful design work, including unique fonts that are free to download.

HypeForType: Over 25,000 typography designs from top designers, many of which are available to download for free.

8 Cool Fonts That Are Free to Download

Here's one that's great for body copy. It was meant for book production, according to Google Fonts, so it's easy to read. But at the same time, there's a lot to it that makes it special: old-style figures, small caps, fleurons, and math characters and the like. It comes in three styles -- Regular, Light, and Bold -- along with the italic styles of those weights.

Harmattan is a typeface on Google Fonts that was actually originally intended to suit Arabic scripts, but it also looks great on Latin characters -- and would love attractive in either headline or body copy.

Torcao is a unique combination of letters that are "half square, half circle," robust and technical while at the same time, light-hearted and inviting. It a great headline typeface, but it still quite legible in longer text. The family comes in nine weights (slender to black) and has both condensed and extender selections for a complete set of forty-eight fonts.

This free brush font posted on Behance is great for commercial materials like social media images and flyers. It's a Lite version of the designer's "Full King Basil," and it contains many swashes and connecting letters that make for a beautiful, script-like font.

Merriweather was designed to be a typeface that's pleasant and easy to read on screens, making it perfect for a web asset like your homepage or blog. It's an evolving project on Google Fonts and will be updated, but right now, you'll find four styles -- Regular, Light, Bold, and Black -- along with the italic styles of those weights

Poiret One is a long-time favorite of mine. It's described on Google Fonts as "a fresh, decorative, geometric grotesque with a hint of Art Deco and constructivism." It's sleek, simple, decorative, and great for short texts. Try it on large signs, labels, posters, T-shirts, titles, or headlines.

A vintage-inspired headline typeface from HypeForType with sixteen different styles and a monoline script. It also includes free labels and extras like wild animals, numbers, symbols, tools, and other icons. True North comes with labels, extras and free banners. Extras include wild animals, catchwords, numbers, symbols, tools, maple leaves and trees. True North is a headline font with alternate capitals.

Here's a cool free font posted on Behance created by a professional font creator who was kind enough to accompany the free download with the mockups below. These mockups show folks how they can play around with the font in their own designs. It comes in capital letters and numbers only, and is great for headlines or social media images like the ones below.

Of course, there's always more you could learn when it comes to typography. When graphic designers get a degree, they usually have to go through several rounds of typography courses to become a professional.

But now you know some key terms to get you started and -- at the very least -- you'll be able to sound super smart when talking to your designer friends.

Want more typography tips? Check out this post on the relationship between fonts and feelings.
Editor's Note: This post was originally published in June 2014 and has been updated for freshness, accuracy, and comprehensiveness.

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Typography Tutorial for Beginners: Everything You Need to Learn Typography Basics

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Take your DIY design skills to the next level by getting a crash course in typography.

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The ULTIMATE Guide To Typography For Beginners

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The 7 types of logos you need to know (and how to use them!)

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The identity of a company - I'd say what makes a business recognisable

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Something that identifies a sellers goods/products. Recognisable logos or packaging.

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A distinct identity (personality) that differentiates a company, product, or service from others in the market.

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A brand to me is the colours and look an aesthetic that encapsulates a company and creates it's image. A brand should potray a companies values and be easily recognisable and distinguishable to others.

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Odd Muse:

I love their products and the things they do as a company

I think they're a good brand because of their marketing strategies - just done a pop up in New York City (very cool) and that the owner (Aimee Smales) is very much the forefront of the brand - so its very personable

Wild and Wood Skincare (a local company)

Love their products

Again very personable the owners are the face of the business, their products are also all natural and vegan which I think is a plus for skincare.

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Gymshark - high-quality clothing - nice graphics and designs

MyProtein - good supplements that are reliable and trustworthy

Stussy - nice aesthetic high-quality clothing - cool logo

Nike - Reliable, decent clothing lots of options - prefer simplistic designs on Nike

NewBalance - good shoes - high quality

Represent - nice high quality clothes - feel premium - cool general street aesthetic

RouteOne - Really good pants - nice aesthetic

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Floral street - Women owned fragrance brand and all ingredients sourced in the UK - all clean products - The brand is known for its commitment to sustainability, offering a range of vegan and cruelty-free perfumes that are crafted using natural ingredients while being affordable. No big advertisements - all packaging is compostable.

The ordinary - All products from The Ordinary are cruelty-free and vegan, which does appeal to me. The brand also promotes the use of minimalistic packaging to reduce waste. Again all products are very affordable and easy to buy on the high street.

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Water Aid - I really like the branding in this campaign, its simple and effective.

The Mental Health Coalition - One of my favourite brand campaigns, I love the design and consistency.

BrewDog - I like this brand campaign and its focus on sustainability.

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The purpose of having a brand is to be recognisable - it makes the business memorable, which encourages customers to buy.

The purpose of having a brand in my work is to make us stand out from the other bridal stores there is out there - we want to be known and memorable for our prices, size range and customisation as well as an unforgettable experience in store. All of our branding makes us stand out from our competitors.

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Identity: a brand creates a unique identity to differentiate from other brands/competitors.

Trust: A consistent brand builds trust and over time, which makes it easier for consumers to recognise and chose over other brands.

Personal Connection: If a brand has a personal connection with someone they will be loyal to the brand - ie: sustainability, locally sourced etc.

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The purpose of having a brand is to be distinguishable from your competitors and show how your company is unique and unlike others to drive consumers to choose your company instead of competitors.

A brand image completely changes the tone and emotion the viewer is supposed to feel when initially seeing a brand - for example for my company we use colours like blue and green. Green is highly associated with health and Pharmacy - our specialist area.

A brand also makes you easily recognisable usually with a good brand you could easily draw the logo or be close to it.

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To encourage customer recognition and build trust in a brand. Build an emotional connection with the consumer. Customers are lazy, when trust has been built they are often reluctant to search for a new product/service. Reputation.

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Branding is more about the company look, feel and general aesthetic and generating relationships and feelings where as marketing is the methods you will use to try to drive sales and promote products.

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Branding:

Purpose

Consistency

Emotion

Loyalty

Marketing:

Product

Price

Promotions

Packaging

Process

I thing branding is more of a long-term process that involves creating a strong brand identity, while marketing can be short-term more focused on generating immediate result

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Branding focuses on creating a unique identity and long-term promise. Marketing aims to promote and sell products or services

Branding is a long-term strategy. Marketing operates on shorter timeframes with immediate goals

Branding remains consistent over time. Marketing adapts to trends and themes

Branding emphasizes building emotional connections and reputation, while marketing concentrates on driving awareness and conversions

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Branding: is there to create a unique identity and build customer loyalty. This is built over long term time frame. Branding defines why a company exists and why it is successful. It requires consistency.

Marketing: is there to create campaigns and strategies focussed on immediate results. Marketing focuses on driving awareness and generating sales/conversions. It promotes the products and services. Marketing can be flexible unlike branding which requires consistency.

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A = 4

B = 6

C = 7

D = 5

E = 2

F = 3

G = 1

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1 - G

2 - E

3 - F

4 - D

5 - B

6 - C

7 - A

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A5

B6

C7

D4

E2

F3

G1

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A - 5

B - 6

C - 7

D - 4

E - 2

F - 3

G - 1

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Monogram logos: Use for companies with long names to create a memorable, concise visual identity.

Wordmarks: Ideal for businesses with short, distinctive names. They work well for building brand recognition, as seen with Google and Coca-Cola.

Pictorial marks: Effective for creating a visual representation of your brand that's easily recognizable without text.

Abstract logo marks: Perfect for global brands or companies wanting a unique identity. They're versatile, work well across different mediums, and can represent complex brand values.

Mascots: Great for businesses targeting families and children. They add personality and help build relationships with customers.

Combination marks: Highly versatile and popular across industries. They combine text and imagery, allowing for flexibility in usage and easier trademarking.

Emblem logos: Suitable for organizations wanting a traditional, professional look. Often used by schools, government agencies, and auto industries

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Monogram:

using a monogram logo can significantly enhance brand identity, versatility in design, scalability, emotional appeal, and simplification of complex names, making it a strategic choice for many businesses.

Workmarks:

using a wordmark logo can significantly enhance brand recognition, provide clarity and versatility, be cost-effective, ensure timelessness, and adapt well to global markets, making it a strategic choice for many businesses.

Pictorial marks:

using a pictorial mark logo can significantly enhance brand recognition through strong visual impact, versatility, and emotional resonance while overcoming language barriers and providing unique brand representation.

Abstract logo marks:

abstract logo marks offer businesses a powerful, versatile, and meaningful way to represent their brand's essence through creative visual storytelling.

Mascots:

using a mascot logo can significantly enhance brand recognition, emotional connection, uniqueness, versatility in marketing, customer engagement, revenue opportunities, and storytelling potential, making it a strategic choice for many businesses.

Combination mark:

combination mark logos provide a powerful, versatile, and memorable branding solution that effectively communicates a company's identity and values across various platforms.

Emblem:

emblem logos are an effective choice for businesses looking to create a strong brand identity that conveys authority and professionalism while remaining memorable and versatile across various platforms

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Monogram logos: 1. Simplicity and Recognition, 2. Versatility and Scalability, 3. Emotional Connection, 4. Global Appeal, 5. Unique Brand Identity.

Workmarks: 1. Clarity and Recognition, 2. Simplicity and Timelessness, 3. Versatility Across Mediums, 4. Focus on Brand Name, 5. Cost-Effectiveness.

Pictorial mark: 1. Visual Impact and Emotional Connection, 2. Global Recognition and Language Barriers, 3. Versatility and Scalability, 4. Brand Storytelling, 5. Memorable Brand Shorthand.

Abstract logo marks: Visual Impact and Emotional Connection, Flexibility and Versatility, Differentiation and Memorability, Global Appeal.

Mascots: 1. Enhanced Brand Recognition, 2. Unique Brand Identity, 3. Versatile Marketing Opportunities, 4. Storytelling and Engagement, 6. Positive Brand Image.

Combination mark: 1.Versatility and Flexibility, 2. Enhanced Brand Recognition and Memorability, Clear Communication.

Emblem: 1. Strong Brand Identity, 2. Heritage and Tradition, 3. Memorable degisn, 4. Versitility.

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MONOGRAM:

simple and memorable

elegant and timeless

strong brand recognition

modern/minimalist

WORDMARKS:

clear brand identity

memorable

versatile

ease of global recognition

flexibility for future growth

PICTORIAL MARKS:

instant recognition

universality across languages

storytelling/emotional connection

ABSTRACT LOGO MARKS:

flexibility in interpretations

unique

modern/innovative

MASCOTS:

personable

emotional connection

family-friendly appeal

longevity/legacy

COMBINATION MARKS:

balanced communication

strong brand recognition

versatile

EMBLEM

timeless

professional look

unique

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Monospace fonts: Monospace fonts, also known as monospaced or fixed-width fonts, are typefaces where each character occupies the same amount of horizontal space. This means that regardless of the character's shape or width, every letter, number, and symbol takes up an equal amount of space on the page. Monospaced fonts are widely used in coding environments because they enhance readability and alignment. The uniform character width helps programmers easily spot errors, align code structures, and maintain consistent formatting across lines of code.

Decorative fonts: Decorative fonts, also known as display typefaces, are characterized by their unique and artistic designs that often feature exaggerated elements such as swirls, curls, and intricate details. These fonts are primarily used to create visual interest and convey a specific mood or theme in various design contexts. Here are some key aspects of decorative fonts

Geometric fonts: Geometric fonts are a category of typefaces characterized by their design based on geometric shapes, such as circles, squares, and triangles. These fonts feature clean lines and uniform structures, creating a modern and minimalist aesthetic. Many modern brands utilize geometric fonts in their logos and visual identities to convey professionalism and innovation. Companies like Google, Airbnb, and Spotify have successfully employed geometric typography to reflect their contemporary image.

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Monospace Fonts

Monospace fonts, also known as fixed-width or non-proportional fonts, feature characters that occupy the same amount of horizontal space. This uniformity creates a grid-like appearance, facilitating precise alignment and readability, especially in coding and technical documentation. Examples include Courier, Consolas, and Monaco.

Coding and Programming: Ideal for writing code due to their consistent spacing, which helps in identifying syntax errors and aligning code elements.

Technical Documentation: Useful in plain-text documents where maintaining visual structure is essential.

Design Projects: Can evoke a retro or nostalgic aesthetic, making them suitable for themed designs or vintage branding.

Implications to the Viewer: Monospace fonts convey a sense of order and clarity. They suggest precision and functionality, often associated with technology and programming. Their typewriter-like appearance can evoke nostalgia or a sense of authenticity in design contexts.

Decorative Fonts

Decorative fonts are highly stylized typefaces designed to attract attention and create a specific visual impact. They often feature unique shapes, embellishments, or artistic elements that distinguish them from standard typefaces. Examples include Comic Sans, Papyrus, and various script fonts.

Headlines and Titles: Effective for grabbing attention in posters, invitations, or advertisements.

Creative Projects: Suitable for artistic endeavours where the font itself is part of the visual message.

Branding: Can enhance brand identity by conveying personality or thematic elements.

Implications to the Viewer: Decorative fonts can evoke emotions and set a tone that aligns with the message being conveyed. They may imply creativity, playfulness, or elegance but can also risk being perceived as unprofessional if used inappropriately.

Geometric Fonts

Geometric fonts are characterized by their clean lines and shapes derived from geometric forms such as circles, squares, and triangles. These fonts often exhibit a modern and minimalist aesthetic. Examples include Futura, Avenir, and Montserrat.

Modern Design Projects: Ideal for branding, websites, and advertising that aim for a sleek and contemporary look.

Corporate Materials: Suitable for presentations or documents that require clarity and professionalism.

User Interfaces: Often used in digital applications for their legibility at various sizes.

Implications to the Viewer: Geometric fonts convey modernity, efficiency, and simplicity. They suggest clarity and professionalism while also being visually appealing.

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Description of fonts:

Monospace

A monospaced font, also known as a fixed-width or non-proportional font, is characterized by each character occupying the same horizontal space. This uniformity means that letters, numbers, and symbols have equal width, which contrasts with proportional fonts where character widths vary based on their design.

Decorative

Decorative fonts, also known as display typefaces, are characterized by their unique and often elaborate designs that aim to attract attention and convey specific themes or emotions. Unlike standard fonts, decorative fonts feature exaggerated elements such as swashes, curls, and intricate patterns, making them visually striking but less suited for long passages of text.

Geometric

Geometric fonts are a category of typefaces characterized by their reliance on geometric shapes, such as circles, squares, and triangles, to form letters and numbers. This style of typography is known for its modern and minimalistic aesthetic, making it a popular choice in contemporary design.

When to use each font?

Monospace

monospace fonts are best utilized in contexts that require precise alignment, clarity, and readability, particularly in programming, technical documentation, data presentation, and design projects with a retro flair.

Decorative

decorative fonts are best utilized in contexts where visual impact is essential—such as headlines, branding, event promotions, and creative projects—while being mindful of their legibility and appropriate usage within design layouts.

Geometric

geometric fonts are best utilized in contexts that require a modern touch and clear communication—such as branding, web design, print materials, and data visualization—while ensuring that readability remains a priority.

what feel do they give?

Monospace

monospace fonts provide a blend of technical precision, nostalgic warmth, structured organization, and modern minimalism. Their unique characteristics allow them to fit various contexts—from coding environments to branding—while influencing the overall feel of the text they present.

Decorative

decorative fonts provide a rich palette of feelings ranging from creativity and playfulness to nostalgia and boldness. Their unique designs make them powerful tools for branding and communication, allowing businesses to express their identity in visually engaging ways while resonating with their target audience.

Geometric

geometric fonts evoke feelings of modernity, simplicity, precision, and versatility. Their clean aesthetics make them suitable for a wide range of applications, from branding to digital interfaces, while maintaining a timeless appeal that resonates across various design contexts.

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Monospace Fonts:

Distinguished by their fixed character width—each letter, number, or punctuation mark occupies the same horizontal space. This design ensures alignment and readability, especially in contexts that demand precision and clarity.

CHARACTERISTICS:

uniform spacing

simple

USES:

Coding and programming

Data - in spreadsheets etc

Creative writing or editing

Minimalist designs

FEELING:

Technical and Precise: Often associated with programming and formal documentation.

Retro and Nostalgic: Resembling typewriter text, they bring a vintage touch to designs.

Neutral and Unassuming: Their simplicity allows the content to take center stage.

Decorative Fonts:

Decorative fonts, often called display fonts, are characterized by their unique, elaborate, and often artistic designs. These fonts emphasize aesthetic appeal over functionality and are typically used to create a strong visual impact. They may feature exaggerated serifs, intricate swashes, unusual proportions, or graphic elements integrated into the letterforms.

USES:

Headlines or Titles: Their eye-catching designs make them ideal for posters, banners, or advertisements.

Logos and Branding: Decorative fonts can convey a unique brand identity and emotional resonance, especially for creative or theme-specific industries.

Themed Events or Products: These fonts work well for seasonal promotions, party invitations, or specialty products.

Signage and Packaging: Their boldness and distinctiveness make them effective for drawing attention to products or store displays.

FEELING:

Playfulness

Elegance and sophistication

Tradition or nostalgia

Modernity and edge

Geometric Fonts:

Geometric fonts are a type of typography that draws inspiration from basic geometric shapes like circles, squares, and triangles. These fonts are characterized by their clean lines and structured, almost mechanical aesthetic. Popular examples include Avenir, Circular, and Futura.

USES:

Modern, clean designs: Geometric fonts are ideal for contemporary branding, digital interfaces, and marketing materials that need to look sleek and professional.

Technology and innovation: Due to their precise, modern look, geometric fonts are often used by tech companies like Google, Spotify, and Airbnb. They help communicate innovation and reliability.

Minimalist designs: These fonts work well in minimalist design systems where space, simplicity, and clarity are key.

FEELING:

precision

modernity

efficiency

futuristic

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Bold and confident tone would be used by financial services, sports, technology, and luxury brands to convey strength, authority, and trustworthiness.

An inspirational and empowering tone is often used in health and wellness, motivational speaking, education, and non-profit organizations to uplift and encourage audiences.

An informative and empowering tone is typically used in industries like healthcare, education, and financial services to guide, educate, and inspire confidence.

A caring and empathetic tone in is commonly used in healthcare, charity organizations, and mental health services to foster trust, compassion, and support.

A luxurious and exclusive tone is commonly used in high-end fashion, luxury goods, fine jewelry, and premium hospitality to evoke a sense of elegance, sophistication, and rarity.

A playful and fun tone is often used in children's products, entertainment, toys, and food & beverageindustries to create a lighthearted, engaging atmosphere.

A friendly and approachable tone is often used in consumer services, retail, technology, and travel industries to create a welcoming and relatable atmosphere.

A minimalist and straightforward tone is commonly used in tech, modern design, corporate branding, and financial services to emphasize clarity, efficiency, and professionalism.

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Bold & Confident: Finance & investment, Tech, Automotive, Fitness & Sports - An assertive tone motivates customers to push their limits and embrace challenges

Friendly & Approachable: Customer Service, Hospitality, Retails, Health & Wellness, Education.

Playful & Fun: Entertainment & media, Children's products & services, travel & leisure.

Minimalistic & straightforward: Professional services like consulting firms, design and creative firms, Healthcare.

Caring & empathetic: Healthcare, mental health and wellness, customer service, education.

Informative & educational: Education, Journalism, nonprofit organisations.

Personal development and empowering: Education, community engagement.

Professional: Corporate companies, legal and financial services, health care and education.

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What industry/profession would use each tone?

What feel does each tone give?

Bold and confident - sports - strength and passion

Professional - finance and law - serious and knowledgeable feel

Minimalistic and Straightforward - designers - high-quality tech - professional - sophisticated

Friendly and Approachable - retail stores - feel welcoming and happy

Playful and Fun - entertainment, toy stores, gaming - exciting and engaging

Luxurious and Exclusive - high quality cars / clothing / accessories - watches - jewelry - rich - premium

Inspirational and Empowering - health and fitness - motivational - energetic

Informative and Educational - schools or universities or health care areas - trustworthy and specialist

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Bold and Confident tone would be used in sales/marketing to convince customers that a product is legitimate.

Professional tone would be used by finance/law companies to give a serious and knowledgeable feel.

Inspirational and Empowering tone would be used by wellness industries to promote the benefits of a product or service and present the company as trustworthy.

Informative and Educational tone would be used by schools or apprenticeship providers to present the company as reliable and trustworthy.

Caring and Empathetic tone would be used by charities or companies that work with small children, it shows the company is nurturing and attentive.

Luxurious and Exclusive tone would be used by high end companies, it encourages customers to feel individual and part of something others cannot afford.

Playful and Fun tone would be used by companies targeting children, it draws their attention to things that are joyful and light-hearted.

Friendly and Approachable tone would be used by services targeting customers who are experiencing distress or intense emotion, such as funeral directors, to create a calming and reliable feel.

Minimalistic and Straightforward tone would be used by companies who want to let the product speak for itself, an example would be cars, it gives the customer a sense of choice and decision making.

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Our Hex codes are:

Blue: #000f9f

Green: #3daf2c

Black: #000000

White: #ffffff

The software says we use:

Blue: #020EA1

Green: #3EAE2E

Black: #000000

White: #FFFFFF

For font we use either

Arial

Proxima Nova (Light, Regular, Bold)

Helvetica World

Tone of voice :

Professional (NHS contacts high clients)

Approachable (Apprentices)

Informative (All consumers)

Our logo is a combination mark

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Specific colours of Howden insurance: (HEX) #CEFDC9

Specific font of Howden insurance: Septimus font, Rahere oman display regular.

What tone of voice does Howden insurance use when communicating?: Professional - Professionalism

The language used is formal and respectful, reflecting the serious nature of the insurance industry. This professionalism helps establish trust and credibility with clients.

Empathy

Howden acknowledges the potential stress and challenges clients face when dealing with insurance matters. This empathetic approach helps to foster a connection with clients, making them feel understood and valued.

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Our logo, I didn't put it on my PDF

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Pantone 275

CMYK: C100 M94 Y30 K26

RGB: R5 G34 B100

Web Safe: #052264

Pantone 285

CMYK: C86 M46 Y2 K0

RGB: R0 G121 B188

Web Safe: #0079BC

Master Typeface: Frutiger

House Typeface: Calibri

Tone of Voice: Professional, informative, trustworthy, inspirational, uplifting, kind.

Logo: Combination Mark

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A character has a problem and meets a guide who gives them a plan and calls them to action to help avoid failure and achieve success.

CHARACTER = CUSTOMER

customer is always the hero in storytelling

HAS A PROBLEM

The problem is 1 root source not a feeling

The problem needs to be:

a relatable problem

a real problem

Problems come from:

external

internal

philosophical

MEETS A GUIDE

2 main characteristics are:

EMPATHY

AUTHORITY/CONFIDENCE

PLAN

Process plan - e.g book an appointment

Agreement plan - e.g 3 things you can count on happening if you work with us

CTA's

This is the obvious message.

Direct CTA's lead directly to sales

Transitional CTA's lead to viewing other content (often educational) maybe in exchange for a contact

AVOID FAILURE

Tell a story with stakes

what will the character have at stake not choosing you

ACHIEVE SUCCESS

Win power/position

Union makes hero whole

Self-realisation

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Key notes from YouTube video:

Building a story board, provides business owners a proven framework, that they can use to simplify their messaging via story telling.

It gets attention to grow their business.

Story telling framework:

Character meets a guide, character has a problem, is given a plan, calls to action = success.

Humans need self actualisation, relationships safety and survival.

The Customer is the character not the business.

The customer is the hero.

Direct calls to action - call now/buy now.

Transitional calls to action - blog posts etc.

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A proven framework they can use

A character has a problem meets a guide gives them a plan calls them to action helps them avoid failure ends in a success

Human needs

-        Survival

-        Safety

-        Relationships

-        Self actualization

Don’t position your business as the main character

Your customer is the hero?

All good stories revolve around will the hero get what they want.

Need to clearly articulate what the customers want in the context of your business.

To be truly compelling the want must tap into the customer's universal needs for survival

Every good story has a villain – this should be a route source not a feeling. – should be relatable

The character meets a guide to position your company as a guide your company needs

-        (Empathy) A deep understanding of the problems and eagerness to help

-        (authority) competence that you can help

Plan can be either a process plan or an agreement plan:

Process plan: step 1, step 2, step 3

Agreement plan: A service level agreement – these are the 3 to 5 things you can count on

Need to be called to action either direct or transitional

Direct – buy now/ call today? – easy to see and find

Transitional – view content / blogs / webinars etc – gives another opportunity to present yourself as a worthy guide

What will my customers lose if they don’t buy my product? – you don’t want to cause too much fear to customers but you don’t want to not have any fear around not buying now etc

Tell a story with – external – internal and philosophical stakes

End the story with a success

1.     Win power or position

2.     Union that makes hero whole

3.     Self-Realization / Self – acceptance

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Brands are not the hero's of the story, the customer should be the hero so they can see themselves reflected in the brands values.

By conveying empathy brands can build connection with the customer.

Companies can convey authority by showcasing customer testimonials, logos of trusted brand who have worked alongside the company.

Customers need social proof to feel secure in their decision making process.

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1. Social Responsibility - Patagonia

2. Innovation - Tesla

3. Community and Inclusivity - Ben & Jerry's

4. Customer Centricity - Amazon

5. Quality and Craftsmanship - Rolex

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Rolex = quality and craftsmanship

Tesla = innovation

Amazon = customer-centricity

Patagonia = Social responsibility

Ben & Jerry's = Community and inclusivity

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1 - Patagonia

2 - Tesla

3 - Ben & Jerry's

4 - Amazon

5 - Rolex

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Social Responsibility: Patagonia

Innovation: Tesla

Community & inclusivity: Ben & Jerrys

Customer Centricity: Amazon

Quality & Craftmanship: Rolex

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We are a values-led group of schools aiming to provide outstanding education to all those we serve.

We have come together as United Learning to bring together the best of the independent and state sectors.

We strive for excellence in all that we do.

We are a learning organisation, seeking always to improve and focusing on evidence.

We aim to offer more to young people through working together than any of us could achieve alone.

We look outwards to draw on the best practice we can find, while constantly developing ourselves and our colleagues.

We make it our mission to bring out the best in everyone.

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Do the right thing – we endeavour to be open, honest and fair in our dealings with learners, employers, partners and stakeholders.

Develop and empower staff – we are about supporting staff at all levels so that they can realise their full potential and progress.

Continuous improvement – we are invested in continually exploring ways to improve the service we offer for the benefit of our learners, partners and employers.

Learners are at the centre of everything – we are driven by the desire to provide life-changing opportunities for our learners.

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Howden Insurance's brand values are deeply rooted in their commitment to independence, employee ownership, and a client-centric approach.

People First: Howden prioritises the well-being and development of its employees, fostering an environment where we can thrive and contribute effectively to client service. This approach emphasises importance of empowering individuals within the organisation.

Social Responsibility: Howden is committed to making a positive impact on communities and the environment. Our corporate social responsibility initiatives reflect this commitment, aiming to create a cleaner and fairer world through sustainable practices and community engagement.

Brand values are communicated by:

Internal Communication: Howden fosters a culture of open communication among its employees. They utilise multiple channels such as weekly newsletters, video updates from leadership, and an intranet to keep staff informed about company values and developments. This approach ensures that employees feel valued and engaged, reinforcing the "People First" value.

Client Engagement: Howden emphasises building long-term relationships based on trust and transparency. They maintain direct contact with clients, ensuring personalised service that reflects their commitment to understanding client needs. Regular client satisfaction surveys are conducted to gather feedback and improve services, demonstrating their dedication to client-centric values.

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VALUES:

Quality

We offer high-quality wedding dresses at a great value. We design all of our gowns in-house in Yorkshire.

Selection

We offer a wide selection of wedding dresses in sizes 6–26 with over 4,000 dresses in stock meaning you can take your dress away with you same day.

Customisation

We offer in-house alterations for most of our dresses.

Accessibility

We offer a walk-in service

Luxury shopping experience

We offer a luxury shopping experience at our boutiques and outlets, making it a memorable experience

HOW WE COMMUNICATE THESE VALUES:

Constant message on our socials - repeating our values

Our advertisements always mention at least one of our values

Our values are on our website so when people are browsing they can see what we are about as a company