Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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Brand logos in a responsive design age

Brand logos in a responsive design age | Integrated Brand Communications | Scoop.it
You will no doubt notice that we have a new site design. It’s a completely refreshed and fully responsive experience that should hopefully put the user first.
Russ Merz, Ph.D.'s insight:

A detailed discussion about some of the issues around #brandidentity and #logo representation in a responsive design digital environment. A good read with lots of useful ideas.

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See the Amazing Transformation of These Big Brand Logos [Infographic]

See the Amazing Transformation of These Big Brand Logos [Infographic] | Integrated Brand Communications | Scoop.it

Ah, yes. The logo. That emblem which represents the essence of a brand in a way that communicates its purpose in mere seconds. Or at least that is the hope. Over the years, brands have evolved their logos as both the times and the brand, itself have changed.

 

Taking a 100+ year look, this infographic from Graphic Design Degree Hub examines the transformation of logos from Pepsi, Coke, Shell, Mercedes, Kodak, IBM, Chevrolet, BP, UPS, Ford, Xerox, Canon, Walmart, Apple, Microsoft and others.

Some early logos from Kodak, IBM and UPS look nothing like their current iterations.

 

Also explored are logo screw up like the London 2012 Olympics and theArlington Pediatric Center, both of which connoted something completely different from their intended goal.

Russ Merz, Ph.D.'s insight:

A nice historical timeline of major logo changes of some major brands.

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The 20 biggest logo redesigns of 2013 | Logo design | Creative Bloq

The 20 biggest logo redesigns of 2013 | Logo design | Creative Bloq | Integrated Brand Communications | Scoop.it

We look back at the most important logo redesigns of the last 12 months. What do you think of them now?

 

On the day a new logo design is launched for a familiar brand, the first reactions are usually overwhelmingly negative. Once some time has passed and the new design has entered daily use, though, it can be a different story.

 

So here we take a look back at the 20 biggest brands to release a new logo in 2013. Now you've got used to them and see them in context, what do you really think of them? Let us know in the comments below!

Russ Merz, Ph.D.'s insight:

An interesting look at  some of the #brand logo redesigns from  the past year. Good? Bad? Meh?

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Infographic: What’s in a brand's logo?

Infographic: What’s in a brand's logo? | Integrated Brand Communications | Scoop.it

What does a logo really say about a brand? 123Print have tried to answer this very question by looking at the colours, fonts, and designs of some of the world’s most famous brands.

 

41 per cent of companies just use text in their logos, while nine per cent don’t use any text at all and instead opt for an iconic symbol, like Apple or Starbucks.

 

If you want your brand to be known as respectable or fresh, welcoming or trendy, then picking the right font is crucial. Fonts with accents at the ends of letters help convey a sense of trust and dependability while fonts that imitate handwriting suggest a brand is welcoming and interesting. The top logo colour is blue, used by 33 per cent of companies, closely followed by black and red.

Russ Merz, Ph.D.'s insight:

A useful summary #Infographic about the use of colors and text in #logos of top #brands.

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The Challenge of Branding Across Languages

The Challenge of Branding Across Languages | Integrated Brand Communications | Scoop.it

Great logos are a subtle blend of the typography and graphical, but switching the languages presents many challenges. Alex sums up your options.

 

If you asked for the most general definition of a logo, you’d probably get something like “a mark that stands for a company or product.” The implication is that it doesn’t matter what the mark is; anything could work. But then, can we assume the effect of a logo is universal—even across languages?

Apparently not, based on the number of global companies that have rendered their brand marks in local languages and alphabets as they set up shop in foreign markets. Logos evidently don’t operate on quite such an abstract level after all; they are ultimately linguistic artifacts and must be reckoned with as such.

So now we have a great design challenge. How do you render a famous brandmark in a new language and/or alphabet, while preserving its general look and character? Check out these great examples of multilingual branding.

Russ Merz, Ph.D.'s insight:

A very useful discussion with examples of how #brand #logos can be modified to work across cultures.

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Pinar Akkaya's curator insight, October 4, 2014 7:01 AM

One of the best examples to go though this topic is Coca Cola for sure!

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When Good Logos Go Bad

When Good Logos Go Bad | Integrated Brand Communications | Scoop.it

Olive Garden recently unveiled its new logo, which has been met with criticism. Here are a handful of other logo revamps that consumers ridiculed.

 

Revamping a brand is a tricky proposition.

 

The most recent logo refresh by ailing Olive Garden, has been widely critiqued. The logo, designed by Lippincott, is part of what parent company Darden is calling a strategic growth plan and "brand renaissance." It includes new menu items, smaller plates and a new advertising direction, though the company for now is mum on details of the latter.

 

Critics have said the updated logo is generic, with some saying it looks like a logo created by a first-year design student.

Olive Garden is hardly the first company to face criticism of a new logo. In recent years, Gap and Tropicana redesigns have raised the ire of consumers and led the companies to scrap their efforts in favor of old designs.

Russ Merz, Ph.D.'s insight:

Are the critics right about these #logo revamps? You be the judge.

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100 Principles for Designing Logos and Building Brands | Brand Identity Essentials

100 Principles for Designing Logos and Building Brands | Brand Identity Essentials | Integrated Brand Communications | Scoop.it
Russ Merz, Ph.D.'s insight:

A great collection of 100 links to identity design principles classified into three categories--graphic identity, identity programs and #brand identity. A great reference source. You can also download a poster.

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