The "brand image" is more than an icon or a concept: a set of "perceptions, ideas, associations, beliefs and feelings, real or psychological, to the public perceives" (Dictionary J. Walter Thompson). What interests us here is not a complex concept, but the role of the visual recognition of a brand.
The key here is what "brand: "A sign that identifies and distinguishes a product / service of your competitors, and certifies its origin" (J. Costa). The visual sign is a powerful means of storage and identification so that if you choose well, it stands as an important contributing factor. As Costa added: "It's pure sympathetic magic." But the mark as a sign, has two components: an iconic and other verbal, because it is necessary to name it. The successful introduction of a brand will be greater if there is an optimal combination of both. That lasts depends on many factors, especially those linked to the benefits of experience with the product or service itself.
In visual proper, key factors are:
The key here is what "brand: "A sign that identifies and distinguishes a product / service of your competitors, and certifies its origin" (J. Costa). The visual sign is a powerful means of storage and identification so that if you choose well, it stands as an important contributing factor. As Costa added: "It's pure sympathetic magic." But the mark as a sign, has two components: an iconic and other verbal, because it is necessary to name it. The successful introduction of a brand will be greater if there is an optimal combination of both. That lasts depends on many factors, especially those linked to the benefits of experience with the product or service itself.
In visual proper, key factors are:
- Ease and speed of pattern recognition
- Readability
- adaptability to different formats
- Affinity graphical user / receiver
- Kindness
- Innovation
Lets look at some successful examples.
The drink was created by pharmacist John Pemberton as a patent medicine in 1885 but was later acquired by businessman Asa Griggs Candler. Frank Robinson named it Coca-Cola and his calligraphy designed the current logo of the brand. Not only does this design has successfully maintain the display of the brand: the shape of the bottle, created in 1916 by the Root Glass Company of Terre Haute (Indiana) - was another success of marketing (usually associated with the curves of figure female).
René Lacoste, nicknamed 'Crocodile', took his nickname since he bet a bag made of crocodile and won. Later he became a crocodile embroidery on the lapel of his jacket, because at that time was still uncommon to see the players play in short pants and shirt. Later when he founded his own fashion label in 1933 put his name to the trademark and logo of the crocodile. The brand logo is a green crocodile (sometimes red dish keeps your mouth open), which in many ways is in the vast majority of brand products, pioneering the mark to put the logo on the outside of garments. (Wikipedia)
Mercedes-Benz is the oldest car manufacturer in the world. The famous star 3-point, designed by Gottlieb Daimler, shows the ability of his motors for use on land, sea or air, elements in which Daimler had been pioneers, symbolizing the search Daimler's original small, powerful engines provide tools to travel by any of them. It first appeared on a Daimler vehicle in 1909. The ring plane joining the three-pointed star was first used in 1937. (Wikipedia)
In 1908, Walker's Kilmarnock Whiskies Whisky changed its name to Johnnie Walker Whisky and Tom Browne designed the famous image of the gentleman traveler.
Yellow Tail Australian wine
A kangaroo is the symbol of the Australian came out of nowhere, became the biggest seller in the U.S.. UU (5 million cases) in 2008?.
Bibliography: J. COSTA
"brand image", Paidos, 2004
J. COSTA: "Reinventing Advertising: reflections from the social sciences"
G. PENINOU: "Semiotics of Advertising", G. Gili, 1976
J. Royo: "Liquid Identity", 2008?
