PBL2 Brand Identity

• What is brand identity vs. brand image?

(MSG Management  Study  Guide. (n.d.). Retrieved from https://www.managementstudyguide.com/identity-vs-image.htm)

• Compare different brand identity models.

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Aaker 1996, P,79

• How is the visual identity based on the brand identity? How can you be creative with your visual identity.

The visual identity should always be created based on brand identity. It exists to build familiarity and recognition.

One of the method is called Shrinking display space. Today, key brand touch points don’t always allow for a full logo to be viewed. Take social and app icons, for instance. They may be the most ubiquitous visual representation of a brand, yet they are often the smallest, and most logos won’t fit within them. But we still have color, typography and graphics to help convey the brand essence.

If we look at Google’s redesign, the logo is only one part of its overall identity. As you can see from the images below — color, flat graphic styling and geometric shapes play an important role in connecting users with the Google brand experience, no matter what path of interaction they take, or how small the icon.

Source: BRAND NEW blogpost, September 2, 2015

Visual Identity Systems: Why Your Brand Identity Needs More Than a Logo. (n.d.). Retrieved from http://www.frankefiorella.com/identitywise/visual-identity-systems-why-your-brand-identity-needs-more-than-a-logo/

• Analyze the brand identity of a chosen company with a suitable model.

• Analyze (or design) the visual identity of a chosen company.

They started by distilling the essence of our brand down to its core—four colors on a clean white background—and built it back up. Left to right: The Google Logotype uses a sans serif that retains our distinct multi-color sequence. The Dots are a dynamic distillation of the logotype for interactive, assistive, and transitional moments. The Google G is a compact version of the Google logo that works in small contexts.

Logotype

The Google logo has always had a simple, friendly, and approachable style. We wanted to retain these qualities by combining the mathematical purity of geometric forms with the childlike simplicity of schoolbook letter printing. Our new logotype is set in a custom, geometric sans-serif typeface and maintains the multi-colored playfulness and rotated ‘e’ of our previous mark—a reminder that we’ll always be a bit unconventional.

The final logotype was tested exhaustively at various sizes and weights for maximum legibility in all the new digital contexts. To guide usage in screen and print, we developed standards to cover all aspects of the logotype including spacing, clearance rules, product lockups, and redline specifications for in-product treatments.

Google G Construction

The Google G is directly derived from the logotype ‘G,’ but uses increased visual weight to stand up at small sizes and contexts where it needs to share space with other elements. Designed on the same grid as our product iconography, the circular shape was optically refined to prevent a visual “overbite” at the point where the circular form meets the crossbar. The color proportions convey the full spectrum of the logotype and are sequenced to aid eye movement around the letterform.

Google Dots in Motion

The Google dots are a dynamic and perpetually moving state of the logo. They represent Google’s intelligence at work and indicate when Google is working for you. We consider these unique, magic moments. A full range of expressions were developed including listening, thinking, replying, incomprehension, and confirmation. While their movements might seem spontaneous, their motion is rooted in consistent paths and timing, with the dots moving along geometric arcs and following a standard set of snappy easing curves.

Color

The Google logotype benefits from whitespace between letterforms, but when colors are adjacent—as in the case of the Google G—they optically blend and can result in a darkening and dimming of the original value. We adjusted and pushed the vibrancy of the red, green, and yellow to maintain saturation and pop.

Evolving the Google Identity - Library. (n.d.). Retrieved from https://design.google/library/evolving-google-identity/