coprporate identity - Design blog
Transcripción
coprporate identity - Design blog
COPRPORATE IDENTITY Annelie Franke . Universidad de los Andes . Estudio 2 CORPORATE BRANDING COPRPORATE IDENTITY ??? CORPORATE BRANDING COPRPORATE IDENTITY Branding = Relación emocional entre el cliente y una empresa --- evoca confianza & fiabilidad Identidad corporativa = La apariencia de la empresa y su personalidad --- habla dela calidad individual del producto COPRPORATE = EMPRESA IDENTITY = PERSONALIDAD CORPORATE IDENTITY PERSONALIDAD DE LA EMPRESA CORPORATE IDENTITY ??? CORPORATE IDENTITY Identidad inconfundible Concepto integral Imagen estratégico Comportamiento operativo CORPORATE IDENTITY Porque? CORPORATE IDENTITY Eliminar defectos de información Solucionar problemas del imagen con respeto a grupos objetivo / target group Garantizar un fenotípo uniforme y moderno CORPORATE IDENTITY Objetivos internos = Autoimagen / Corporate Identity Objetivos externos = Imágen externa / Corporate Image CORPORATE IDENTITY 1 / CORPORATE COMMUNICATION 2 / CORPORATE BEHAVIOUR 3 / CORPORATE DESIGN 1 / CORPORATE COMMUNICATION Instrumentos y acciones de la comunicación para presentar los beneficios y habilidades de la empresa a las relevantes grupos objetivos 1 / CORPORATE COMMUNICATION Corporate Advertising Public Relations Sales Promotions Sponsoring 1 / CORPORATE COMMUNICATION Corporate Advertising Public Relations Sales Promotions Sponsoring http://www.youtube.com/watch?v=4dnqzpX8xIs 1 / CORPORATE COMMUNICATION Corporate Advertising Public Relations Sales Promotions Sponsoring 1 / CORPORATE COMMUNICATION Corporate Advertising Public Relations Sales Promotions Sponsoring 1 / CORPORATE COMMUNICATION Corporate Advertising Public Relations Sales Promotions Sponsoring 2 / CORPORATE BEHAVIOUR - comportamiento entre los empleados - comportamiento de los empleados con respecto a los clientes, distribudores y consumidores - comportamiento de la empresa con respecto a los empleados - comportamiento de la empresa con respecto a los socios de mercado, accionistas, el estado, el público y el medio ambiente 3 / CORPORATE DESIGN La apariencia visual de la empresa hacia afuera y adentro que hace el imagen de la impresa y su modelo visualmente identificable y diferenciable. 3 / CORPORATE DESIGN Visualización Posicionamiento Confianza Efectos sinérgicos Identificación 3 / CORPORATE DESIGN Visualización Posicionado Confianza Efectos sinergeticos Identificación 3 / CORPORATE DESIGN Visualización Posicionado Confianza Efectos sinergeticos Identificación 3 / CORPORATE DESIGN Visualización Posicionado Confianza Efectos sinergeticos Identificación 3 / CORPORATE DESIGN Visualización Posicionado Confianza Efectos sinergeticos Identificación 3 / CORPORATE DESIGN Visualización Posicionado Confianza Efectos sinergeticos Identificación 3 / CORPORATE DESIGN criterios - Factor de atención - Pregnancia / Precisión - Independencia - Factor de reconocimiento - Longevidad - Variación - Estética - Modernidad - Control emocional 3 / CORPORATE DESIGN Componentes / Elementos constantes de diseño - Logotipo - Color corporativo - Tipografía corporativa - Retícula de diseño 3 / CORPORATE DESIGN Logotipo - Atraer atención - Dar información y tiene un valor de recordación - Tiene un valor estético que es autónoma y tiene larga vida - Se integra, se puede variar y puede ser colocado sobre distintos patrones 3 / CORPORATE DESIGN Logotipo - Brand image - Word mark - Combined mark 3 / CORPORATE DESIGN Logotipo - Brand image - Word mark - Combined mark 3 / CORPORATE DESIGN Logotipo - Brand image - Word mark - Combined mark 3 / CORPORATE DESIGN Logotipo - Brand image - Word mark - Combined mark 3 / CORPORATE DESIGN Color corporativo es un elemento de diseño muy importante, porque es una característica inmediata para distinguir y reconocer la empresa sympathy, harmony, friendship, confidence, loyality, trustiness coldness, insensibility, proudness distance, wideness, infinity recreation, calmness, sportiness masculine, activity, autonomy BLUE is the most popular color in the world among adults, male and female. It symbolizes serenity and tranquility and has a calming effect if used in moderation. If the viewer is inundated with too much blue it can be suggest a deep depression. Blue is a cool color and is often associated with cool things, such as frozen food, the ocean or the sky. Additionally blue is suggesting or motivating. It means quality and expertise. Because of these positive attributes blue is mostly used in corporate identity programs. luck, energy, activity anger, excitement, impulsivity sexuality, eroticism, seducement love, hate, passion, desire agressiveness, power, heat RED is the most preferred color among children and it is the first color new born babies can be sensed. Also is the most passionate color. It tends to excite and get adrenaliln pumping through the body. It is associated with both LOVE and ANGER; it can mean good luck, represent lust or adultery, danger; and also helps to incite warfare. ( the color of revolutions ) easiness, tenderness, simplicity heat, activity, energy, summer funniness, amusement, friendliness luxury, richness, exhibitionism enviousness, jealousy, egoism falsehood, guiltiness, infidelity YELLOW the most luminos color. Because of its high visibility, warning signs are often painted this color. Yellow traditionally presents the sun and is a most cheerful color when used in moderation. If used too liberally, it can tire the eyes and make people irritable. (couples with yellow painted kitchens tend to argue more often when in those areas). Conversely, yellow has also become synonymos with greed and cowardliness. vitality, naturalnee, springtime tolerance, helpfulness, endurance hope, confidence, healthiness freshness, sourness, bitterness youth, calmness, recreation GREEN is a cool color with soothing properties similar to blue. This relaxing hue ist associated with growth and prosperity as well as health and wellness. It can also suggest envy and jealousy. unfriendliness, cheap, importunate sweat, aromatic, refreshing extrovertism, exhibitionism, loudness amusement, funniness, enjoyment energy, activity, excitement ORANGE is a warm color often associated with fire and good things to eat. And so its the most edible color, which explains why many fast food chains use it as part of their color scheme. faith, devoutness, religiousness vanity, extraordinary, couture originality, dislikable, magic artificial, insecurity, infidelity proudness, luxury, female, charm sexuality, passion, emotionalism PURPLE is universally associated with both royalty and spirituality because in ancient times only emperors or kings could afford garments made of purple material. The naturally occuring color for Tyrian purple is extremely rare because it is extracted from small mollusks that inhabit the Mediterranean Sea. devoutness, faith, perfection goodness, eternity, beginnig cleanness, innocence, simpleness truth, neutrality, honesty WHITE is considered a symbol of purity and goodness in Western culture and is traditionally worn at weddings; in Asia, it represents death and mourning and is worn at funerals. the end, emptiness, mourning, egoism, hardness, badness, guilt,falsehood, infidelity, bestiality, loneliness, distress, couture, elegance, expensive, bad luck, introverted, exclusive BLACK is associated with darkness, night or devil. Is the color of mourning in Western cultures. Also it is associated with elegance, such as “black tie” events. 3 / CORPORATE DESIGN Tipografía corporativa La típografia deberia ser posiblemente independiente de la moda. Empresas innovadores por ejemplo usan mas fuentes como Meta o Thesis. Fuentes mas „conservadores“ son Helvetica o Times, que en los ultimos años han revido su reactivación. 3 / CORPORATE DESIGN Manual de normas de diseño Define la posición del logotípo, las distancias a otros elementos de diseño, ejes virtuales y líneas, donde los elementos de diseño como el texto o las imágenes se alinean y tambien tamaños y especificaciones de formatos. Tambien se debe definir el diseño de superficies y los porcentajes de colores sobre la superficie. >>> pdf 3 / CORPORATE DESIGN Product Design Communication Design Architecture Design 3 / CORPORATE DESIGN Product Design Communication Design Architecture Design 3 / CORPORATE DESIGN Product Design Communication Design Architecture Design 3 / CORPORATE DESIGN Product Design Communication Design Architecture Design 3 / CORPORATE DESIGN Problemas - modernidad - independencia 3 / CORPORATE DESIGN Condiciones para un diseño exitoso - La marca y la apariencia visual deben coincidir. Definición clara de los elementos de diseño y mantenerlas a largo plazo. Todos los factores de diseño y criterios de diseño deben tener la capacidad de transferir de un medio a otro con el uso similar. La homogeneidad y la coherencia de la identidad es sólo a través de la consecuencia y la responsabilidad de una oficina central. Las campañas locales de publicidad no debe afectar a la "personalidad" de la empresa o cambiarla. El diseño corporativo no puede cambiar continuamente. La gestión de una empresa tiene que identificarse completamente con la identidad corporativa y representarla en el exterior en cualquier medio. Gracias! BRIEF ESTUDIO 2 ETAPA 1 --- BRIEF --- 1 SEMANA --- ENTREGA: OCTUBRE 10 ----- 10% - ESCRIBIR UN BRIEF DE LA EMPRESA QUE QUIEREN CREAR (ver anexo creative brief) ETAPA 2 --- CONCEPTO --- 2 SEMANAS --- ENTREGA: OCTUBRE 24 ---- 10% - CREAR Y DISEÑAR UN PRODUCTO O SERVICIO DENTRO DE SU TEMA CREAR UNA IDENTIDAD CORPORATIVA (PERSONALIDAD DE LA EMPRESA) CREAR UNA MARCA (RELACIÓN EMOTIONAL ENTRE CLIENTE Y EMPRESA) ETAPA 3 --- PRODUCCIÓN --- 3 SEMANAS --- PRE ENTREGA: NOVIEMBRE 16 ---- 38% - PROTOTIPAR Y PRODUCIR DEL PRODUCTO / SERVICIO ---- 15% - DISEÑAR EL IMAGEN DE LA EMPRESA / MANUAL DE DISEÑO (DISEÑO CORPORATIVO) --- 15% - DESARROLLAR BITACORA DEL PROCESO ---- 8% LA PRESENTACIÓN FINAL SERA UNA EXPOSICION DE TODOS SUS PRODUCTOS PUESTO ADECUADAMENTE EN ESCENA --- ENTREGA NOVIEMBRE 29 - DICIEMBRE 2 COMPONENTS OF A CREATIVE BRIEF a.! the specific problem that needs to be solved - direct mail, website, editorial design, product, corporate identity ... etc b. ! a brief overview of the organization - what do they do? c.! a list of business and design objectives - what do they want to accomplish? mission, vision etc d.! the target audience and demographic information - gender, age, education, incomelevels, hobbies, preferences, type of visual imagery e.! the unique attributes of the product or service the company offers - perceptions of the customers, why the customer would choose this product? f.! the competition - competing companies, products or services g.! general parameters - budget, deadlines, deliverables h.! creative approach - visual problems and the steps the designer will take to solve it