On Great Design of Brand II

Third, starting from the brand image, creating a great brand brand image is not just what we usually call the brand logo and visual system. It is a complex and inclusive concept.
Brand image creation steps:

Brand research

Planning and positioning

name

Logo and VI design

Environmental Concept Recognition Design

Develop a brand management manual

Implementation of training and late consultants

1. Brand research

“First of all, aim at those people with high incomes and strong consumer power. Once the products are accepted by these people, they will gradually migrate downwards and gradually transition to the middle-class customer population.” – Executive Director of Pernault-Legal, France Lijiade. “Our products, unique flavors with a taste of springs and mountains in the northern forest area, are only popular and influential in some areas.” — Dick, vice president of marketing, Jacobine Courguer Brewing Co., USA These positioning of Lenoukouor are defined by the analysis and research of the brand audience and brand expansion area before the brand building. Whether he is correct or not determines the correctness of visual image performance is the basis for brand success.

In our design, we often obtain style information, creative elements, and connotation performance by defining the target audience, expanding regions, and core competition points. For example, if you understand that the target audience is a young, middle-aged or stylish group, the white-collar class can grasp whether the style reflected in the logo is fashionable or traditional, etc.; knowing the scope of the brand extension area can clearly identify which type of creation should be Text-based, what are the taboos of graphic colors, etc.; knowing that the core competition point of a brand is science and technology or human nature, the connotation of a clear logo can reflect internationalization, rigorousness, nationality, and affinity.

Contemporary Western scholars regard the study of consumption and consumption as an important means and content for studying lifestyle. Weber once pointed out that specific lifestyles are represented by the specific laws of consumer goods, that is, research on the consumption of commodities can make way for life. “The social stratification of status is a coexistence of a monopoly on conceptual and material products or opportunities.... In addition to the honour of a particular status, it always relies on certain distances and exclusivity. We also see various The monopoly of materials. Such envy-loving hobbies may include certain privilege, such as wearing special clothes, eating special foods that are taboo for outsiders, etc....” and so on. "Thus, it can be concisely stated that 'class' is divided according to their relationship with the production of goods and the acquisition of goods, and 'status groups' are divided according to the laws of consumer goods that are manifested in their special lifestyle. ”

A concept popular in the West - I consume, I exist. On the one hand, “what do I buy, then what am I?”, I bought a brand name to prove that I am a part of a special consumer group that can afford brand names. The buying and use of brand names has become a confirmation of status. On the other hand, the artistic design of a product is always directed at a specific consumer group. Even if it is a modern design that advocates for the public, its real modern product, especially a design product with avant-garde design, is mainly affluent. Hierarchy with a high cultural level.

In fact, the value of the brand depends on the so-called "conspicuous consumption." The economist Van Buren has profoundly revealed this point in his Theory of Idle Classes. He believes that the leisure class invests money to symbolize their superior consumption of goods (products), the so-called “conspicuous consumption”. Consumption is not necessary to maintain life. It is a specialization. Since the use of these more exquisite items is proof of wealth, this kind of consumer behavior has become a glorious act; on the contrary, it cannot be based on the appropriate quantity and proper quality. Consumption, meaning submission and despicableness."

At this time, what is consumed is not a commodity but a relationship, a kind of relationship between the consumer and the commodity and the collective and the world. "In order to become a consumer, the object must become a symbol, that is to say, it must in some way exceed a relationship it is representing. On the one hand, it is inconsistent with this specific relationship, and is artificially, Arbitrarily endowed with content; on the other hand, by forming an abstract, systematic relationship with the symbols of other objects, it obtains its own consistency and thus gains its own meaning. It becomes personal and enters its own series: it is consumed only, not in its materiality, but in its difference. "It is not the object that is consumed but the relationship itself. The relationship between consumer and product (design, that is, designed product) should be a relationship between use and being used. The use value is important, but the consumer must choose the product, and the product must have the value of surpassing and using. The symbolic value above.

Therefore, analyzing the psychology of consumers or grasping a certain consumer stratum plays a significant role in shaping the brand or brand value.

Method: Literature Analysis

comparative analysis

The client can appeal to the designer from the following questions:

First, you think the sign should be

A. highlight the name of the main text of the standard B. prominent graphic graphics C. graphic combined with the standard

Second, what do you think is the main creative element of the logo?

A. Brand Name B. Concept C. Industry Characteristics Things D. Others

Third, the text you want to appear on the logo is:

Chinese full name: Chinese abbreviation: English full name: English abbreviation:

Fourth, if you are changing the mark, modify the sign, the main reason is
A. The original logo graphic style is outdated and not internationalized

B. Re-shaping and improving product brand image

C. The original mark cannot reflect the industry

D. The original mark can not reflect the status quo of enterprise development E. Other V. For the old signs, hope
A. Keep the basic elements, only make appropriate adjustments and modifications

B. Retain individual important elements for redesign

C. Preserve the "shape" feature element

D. Preserve the characteristic elements of "Italian"

E. Discard completely and redesign

Sixth, the audience age of the logo
A.20-30 B. 30-40C.40-50 D. Others (to be continued)