Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)

Imperative. Usually a command or direction for action, such as Nike’s ‘Just do it’.

Provocative. This may use a thought-provoking question, or irony, for example, VW’s ‘Think Small’.

Descriptive. This helps to describe the product service or promise, such as Innocent’s ‘Nothing but nothing but fruit’.

A successful brand identity is made up of a series of interlinked elements that all aim to communicate the values of the brand. Alongside the brand icon or logo, the most memorable is perhaps the strapline – also known as a tagline or slogan. (The word ‘slogan’ comes from the Gaelic sluagh-ghairm, the war cry of Scottish clans.) Made up of a few wo

Uniqlo, a Japanese clothing company, has produced a number of notable app options. Designed to support and improve consumers’ daily lives by making everyday routines more fun, engaging and joyful, ‘Uniqlo Wake Up’ (pictured here) ‘Uniqlo Calendar’ and ‘Uniqlo Recipe’ have been created in the hope of becoming indispensible tools. The goal is for the

Superlative. This defines the market position as top of its category, for instance BMW’s ‘The ultimate driving machine’.

A logo, brand mark or brand icon is a deceptively simple device. It employs a combination of shapes, colours, symbols and sometimes letters or words in a simple design that symbolizes the values, quality and promise offered by the manufacturers of a product or service.

‘There is a fundamental shift taking place in the way that brands build relationships with consumers, driven by the combined forces of social and mobile technologies.’4 The Internet has provided the perfect platform for two-way communication between individuals and brands, with instant opportunities for consumers to capture ‘real time’ experiences

To succeed in branding you must understand the needs and wants of your customers. There are many different ways to create a successful branding strategy, but most design agencies start with research.