Category: Branding

What is branding?

I think this is probably the simplest way to make you understand what the hell BRANDING is! check out this video.

Power of Branding in Wrong Place

Companies like Coke, Pepsi, Unilever etc are spending big money on advertisement over the 10-20 years to create an emotional connection between their targeted customer to their brands. Most of these multi national companies uses Social Medias, print medias and television to reach the mass. Slowly people are getting habituated with their products and dependability is also increasing simultaneously.

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Most Valuable Global Brands 2012

Four years ago I’ve posted an article titled Logos and Designer of World’s Top 10 Most Powerful Brands, 2008. Post was based on the annual ranking of wordwide brands conducted by Millward Brown as part of the BrandZ Top 100 Most Valuable Global Brands study.

It was become quite a successful blog post because that helped me to find out the real designer behind the Marlboro logo, who is Allison Muir Severe.

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Negative Space in Logo Design

Logo design is in itself an art that has a lot of commercial value as well. A logo has many functions to perform. It has to represent the brand capturing the idea behind the brand in a concise and complete manner. At the same time they have to visually appealing, simple and obviously innovative. So, you can’t write a story for a logo. It just has to be a simple image or text with only two or three elements in it. So less for so much, isn’t it?

These requirements make it essential to use what ever space is available to you to the maximum effect. This brings us to the importance of utilizing the negative spaces available in the logo design so that they can also show and convey something.

By definition, as provided in art, negative spaces are spaced aligning about or with in the main elements of an image. Generally, these spaces are just leftovers after one has put the all the major elements in the image.

However, in logo design, with so little space to work with, on simply cannot afford to lose even that much of space. Using this very idea, people have been creating some of the most interesting and innovative logo designs by utilizing negative space. The famous FedEx logo is a classic example of use of negative space.

Brand Loyalty or Human Billboard

I’m sure there is no undo option for Apple or Microsoft tattoos, what if someone have a tattoo of Lehman Brothers or General Motors LOGO 🙂 kidding.

Since two years, I’m surfing through a variety of corporate tattoos like Nike swoosh tattoo and Adidas. Do you think people who exhibit these tattoos are paid to do so?? I explored into the subject deeper and came to a conclusion that none of those corporate tattoo exhibitors are paid. Those people are just loyal to those brands. Mostly designers are fascinated with Apple tattoo & sports person with sports brand tattoos.
I think a successful branding is what, which can leave a footprint of their existence in the viewers sub conscious state of mind. But corporate tattoo proves there is another pro successful branding process, which can motivate peoples to make tattoo for the brand.

While digging the topic I passed through a similar post which is wired here in brief.

There are all kinds of people with Apple tattoos, from graphic designers to leading academicians. Most have Apple’s famous logo tattooed on an arm, leg or their backside.
But it’s not really about advertising for Apple.”I’m a Mac freak,” said Mark Tappert, a graphics designer in Denmark who has a black Apple logo tattooed on his left biceps.
“I identify strongly with Apple and Mac computers,” he said. “I work on Macs every day, and a lot of nights. I got it done to convince myself I would always be true to Apple, not for religious or political reasons, but to convince myself that Macs are the way ahead.”
There are, of course, other corporate brands that inspire tattoos: Coca-Cola, Nike and Lacoste are some examples.

Apple is one of the few companies that inspire tattoos through pure love of the product. There are perhaps only two other companies that enjoy similar devotion: Harley Davidson and Campagnolo, an Italian bicycle parts company. Apple is certainly the only computer company with tattooed users.
The closest analogy is fans of sports teams, members of fraternities and other social groups, such as Marines, Manchester United soccer fans, gang members or fraternity brothers. And just as sports fans will often get team haircuts, Apple haircuts are another form of adornment peculiar to Mac fans.
“So many tattoos are about love, loyalty and bravado,” said Amy Krakow, author of The Total Tattoo Book. “Don’t Mac users fall into all those categories?”

Read the Wired story

Enjoy the Flickr group pool for Apple Tattoo

Photo (c) Mike Gowen