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