HOW TO DESIGN STRONG BRAND IDENTITIES 1/4

HELLOWELCOME TO
Brand & Corporate Communication CLASS
www.liuzzosfactory.com
LESSON 01
HELLO

I’mGIUSEPPE LIUZZO
BRAND & GRAPHIC DESIGNER
AND ALSO YOUR LOVELY TEACHER FOR TODAY.

VISUAL IDENTITY
IN THIS CLASS
LIKE A BOSS !
WE GOING TO TALK ABOUT
AND LEARN HOW IT WORKS
AND HOW TO DESIGN IT
HEM... LIKE A PRO, NOT BOSS, MY FAULT ;-)

FIRST OF ALL:
SOMEBODY KNOW WHAT
VISUAL IDENTITY MEANS?
SOMEBODY KNOW THE FUNCTIONS
OF A LOGO?
SOMEBODY KNOW
WHAT IS A BRAND?
OK... Let’s Start.

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LOGO
BRANDWHAT’S THE DIFFERENCE?
LOGO&

BUT LOGOS AND VISUAL IDENTITIES HELPS
BRANDS TO BE RECOGNIZED BY PEOPLE
So... WTF you
talkin’ about?

EASY SAMPLE

imagine a planet
THIS PLANET COULD BE A COMPANY,
A PRODUCT... SO IT IS A BRAND

CORE
About
CORE
Who made
the CORE ?
THIS IS THE HEART OF
A BRAND, IT DETER-
MINATE ALL ABOUT
THE PLANET. IT COULD
BE DYNAMIC, STATIC,
MADE OF STEEL OR
OF SOFT KITTIES.
PEOPLES KNOWS
IT EXIST, THEY FEEL
IT BUT THEY NEVER
BE ABLE TO SEE OR
TOUCH THIS PART.
FOUNDERS of company
in collaborations with
Marketing guys and busi-
ness men.
PLANET
BRAND
VALUES
MISSION
VISION

About
STRATEGY
MANTLE
Who made
the S.M ?
THE STRATEGY MAN-
TLE IS WHERE BRAND
SET ITS OWN GOALS
AND HOW TO REACH
IT. HERE THE BRAND
PLANET STARTS TO
GROW BY UNDER-
STANDING WHAT KIND
OF PEOPLE COULD
LIVE ON IT, WHAT KIND
OF SURFACE HE NEED
ACCORDING TO THE
CORE VALUES.
STRATEGY MANTLE is
a place made by social
researchers and market-
ing people.
PLANET
BRAND
CORESTR
ATEGY MA
NTLE
TARGET NEEDS
MEDIA
POSITIONING

About
VISUAL
IDENTITY
Who made
the V.I ?
VISUAL IDENITY is the
only reconizable part of
the planet. Everybody
going to remeber this
planet only for this part.
The most iconic part. Of
course this part born after
CORE and STRATEGY
MANTLE so it have to re-
ﬂect in a visual way all the
spec. built before it.
VISUAL IDENTITY is a
job for GRAPHIC
DESIGNERS.
PLANET
BRAND
CORESTR
ATEGY MA
NTLE
PLAN
ET VISUAL IDEN
TITY
LOGO SHAPES
TYPE FORMATS
COLORS TONE OF VOICE
IMAGERY

THIS MEANS:
AFTER UNDERSTANDING THE INSIDE
YOU HAVE TO CREATE THE SURFACE
OF THIS PLANET AND ITS UNIQUE ELEMENTS

NOW YOU KNOW
YOUR TARGET, YOUR NEEDS, YOUR VALUES.
YOU KNOW WHAT YOUR PEOPLE WANT
LET’S DESIGN IT

NOW YOU KNOW
YOUR TARGET, YOUR NEEDS, YOUR VALUES.
YOU KNOW WHAT PEOPLE WANT FROM YOU
LET’S DESIGN IT
AMOOOZINGI WANT TO LIVETHERE...
BAZINGA...
I HAVE FIND
THE PERFECT
PLACE FOR ME!
F*CK
SPRINGFIELD...
I FIND A NEW
HOME

BUT WE
HAVE A
PROBLEMTHIS PLANET DOESN’T EXIST...
YOU GAVE A FACE TO ITS VALUES, MISSION
AND VISION... BY CREATING A LOGO
AND A VISUAL IDENTITY SYSTEM.
PROBLEMPROBLEM

SO...
GIVE THEM
SOUVENIRS
PEOPLES WANT TO LIVE ON YOUR
PLANET BECAUSE THEY LOVE YOUR
PHILOSOPHY AND VISION
AND HOW YOU COMMUNICATE IT

IN ORDER TO DEMOSTRATE
TO THE WORLD ITS MEMBERSHIP
TO YOUR PLANET AND ITS VALUES.
JUST PUT YOUR PLANET LOGO
ON YOUR SERVICES OR PRODUCTS

People choose a BRAND not a product for
let know to everybody their mambership to
their “dreams” planet.
His not using a phone
in this moment
He just using a “SOUVENIR” of a planet he want
to visit. A planet made by innovative people, smart
technology, no problems and freedom, music, de-
sign and white everywhere. Very expensive planet,
but money are not a main issue on this planet.

People choose a BRAND not a product for
let know to everybody their mambership to
their “dreams” planet.
His not drink a soda
He just taste a “SOUVENIR” of a planet he want
to visit. A planet made of happiness, funny people
ready to share everything with you, a lot of colors
and a lot of red, simply things and no problems at
all. Everybody are happy on this Planet and waiting
to share their smiles with you.

And they recognize all this FEELINGS
just through this signs:

or this shapes:

AWESOME
RIGHT ?GRAPHIC DESIGN TALKS TO EVERYBODY
ABOUT YOUR BRAND, THERE ARE
NO LANGAUGES IN VISUAL COMMUNICATIONS...

Let’s learn
HOW TO GIVE A FACE AND A PERSONALITY
TO OUR BRAND THROUGH VISUAL IDENTITY

VISUAL IDENTITY
First of all, you have to build
a Graphic D.N.A
LOGO >
COLORS >
TYPES >
TEXTURES
PATTERNS >
TREATMENTS
FACE
PERSONALITY
VOICE
DRESS

VISUAL IDENTITY
Logo!
BORING DESIGNER
describe a logo like this:
This is
BORING DESIGNER
A logo is a graphic mark or emblem
commonly used by commercial enterprises,
organizations and even individuals
to aid and promote instant public recogni-
tion. Logos are either purely graphic (sym-
bols/icons) or are composed of the name
of the organization (a logotype or word-
mark). At the level of mass communication
and in common usage a company’s logo
is today often synonymous with
its trademark or brand.

VISUAL IDENTITY
IS AN EXTENSION
OF WHO YOU ARE
OR WHAT YOU DO.
IS A PART
OF AN INVISIBLE
VOCABULARY...
Logo!
But i think...

VISUAL IDENTITY
Logo!
IS THE MOST
MEMORABLE
PART OF A COMPANY
IT EXPRESS THE MOST IMPORTANT VALUES
OF A BRAND WITH EXTREME SIMPLICITY...
At the end of the day... peopole may not remember your website,
packaging or store... but they remember your LOGO...

VISUAL IDENTITY
NOW, LET’S PLAY...
LOGO SPEAK TO PEOPLE, GIVE EMOTION
AND FIDELITY TO OUR CUSTOMERS...
LOGO IS THE FACE OF OUR
IDENTITY... THE FIRST PART
PEOPLE SEE AND REMEMBER...

WHAT’S THIS ?

WHERE
LOGOS
FROM ?
COMECOMECOME

DEEP ANTIQUITY
EXPRESSION OF IDEAS AND
FEELINGS THROGH VISUAL SHAPES.

ARISTOCRACY
Had complex logos
because not everybody
was litterate so it was
the best way to
spread and communicate
their family values
and mark their lands.

IN ROMAN EMPIRE YOU WILL FIND MOSAICS
they talks about tradesmen and old companies
someone
been to
Africa
sombody
dealing
fish

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FARMERS
Start to MARK their COWS with simple
letters or shapes for make them recognizable
from everybody.

ALL OF THESE THINGS INDICATED
BUT... IN 18TH AND 19TH CENTURIES
INCREASED EXPONENTIALLY
WHO THE MERCHANT WAS
COMMERCE, INDUSTRIES
TECHNOLOGIES
MORE COMPETITION!
THIS MEANS:

COMPETITION = VISUAL MESS
LESS ELEMENTS MORE MEANINGS
NEED TO STAND OUT

LOGO MUST BE:
IMPLE
ESTHETIC
EMORABLE
SABLE
IMELESS
S
A
M
U
T

LET’S
TALK
COLORS
ABOUT
O

VISUAL IDENTITY
COLORSa SILENT and an EMOTIONAL language
with 3 differents type of associations

UNIVERSAL
ASSCOCIATION #1
COLORS

CULTURAL
ASSCOCIATION #2
COLORS

INDIVIDUAL
ASSCOCIATION #3
FORGET
ABOUT IT!
COLORS

IN VISUAL IDENTITY
IT’S NOT ABOUT
WHAT YOU LIKE...
COLORSO

BUT ABOUT WHAT
YOU NEED TO
SAY
COLORSO

VOICE SAMPLE
WHY YELLOW?
HIGH VISIBILITY
WARNING
EYE CATCHING
COLORS
WHY RED?

IN BRANDING
TALK ABOUT
FEELINGS & VALUES
COLORSO

LET’S PLAY...
RED
sporting car

RED
sporting car
LET’S PLAY...

ORANGE
airplane
LET’S PLAY...

YELLOW
BLUE
funiture store
LET’S PLAY...

LET’S PLAY...

LET’S
TALK
TYPE
ABOUTABOUTABOUT

VISUAL IDENTITY

VISUAL IDENTITY
TYPE
Have a personality, and
we need the right one
for talking with our target

VISUAL IDENTITY
Typefaces must reinforce your brand messages
Your tone of voice could be:
FUNNY
WILD
Personal FriendlyComplicated
INFORMATIVE FASHION
HighTechInstitutional

VISUAL IDENTITY
TYPEFACES helps to recognize you
and talk to the right people
Hello
you can
trust me,
i’m a
manager
Hello
I’ve to
learn a lot
of things
hello
I’m a
rebel...
so..
f**k you

VISUAL IDENTITY
For your identity choose max. 2 typefaces
PRIMARY
FOR TITLES
or CLAIMS...
SECONDARY
FOR LONG
TEXTS...

LET’S
TALK
ABOUTABOUTABOUTTREATMENTS&LAYOUTS

TREATMENTSARE THE BRAND DRESS CODE

TEXTURESREINFORCE VISUAL IDENTITY COMMUNICATION
AND CREATE ICONIC STATMENTS

ICONIC ELEMENTSICONIC ELEMENTS THAT HELPS BRAND VISUAL
IDENTITY TO STAND OUT

FORMATSLAYOUTS, FORMATS, CONTAINER FOR BRAND
COMMUNICATION...

EVERYTHING
HAVE TO
SPEAK
THE SAME
LANGUAGE
HAVE TOHAVE TO

EXTRAS
DOWNLOAD THIS GAME VISIT THIS WEBSITE
underconsideration.com/BRANDNEW

FOR NEXT TIME
CHOOSE A FAMOUS BRAND
AND TRY TO DESICRIBE IT LIKE A PLANET...
ANY MEDIA ALLOWED:
A POEM, A SONG, A POSTER...
IMPORTANT:
NEVER USE THE LOGO OR THE NAME OF BRAND

SEE YA’
NEXT
WEEK
FOR START TO LEARN
SOMETHING SERIOUS

HOW TO DESIGN STRONG BRAND IDENTITIES 1/4

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HOW TO DESIGN STRONG BRAND IDENTITIES 1/4