Design LOREM IPSUM

focus

Identity

(logo, graphic style, imagery, signage)
Starting point in the brand analysis, in many cases considered the standard of all the materials, the brand identity and the brand world is the main subject, since all the communication materials are strictly related to this. In the identity analysis is integrated the logo, the vector image, the graphic style and applications of all these elements in printed and digital documents, from business cards to web.

Portfolio

(packaging, POSM, locations-ambient, presentations)
Portfolio products are not neccessarily analized by their own characteristics (taste, efficiency, visual appeal), allthough in the process resemblance may occur between a product and the brand. Beside the packaging, the analysis usually focuses on the interior and exterior design of locations (selling point or public offices) and the visual effect of products in and out of commercial spaces. The analysis will always gently avoid to talk about the services or products that cannot be evaluated visually.

Communication

(print, outdoor, advertising*, **web)
The brand image in printed and electronic media, in the company and toward the target. Even though the brand language is not the main issue in the analysis, at this point this can have a great value in the evaluation if the brand personality is based mainly on written communication or it has a strong attitude.

criteria

Characteristics

Characteristics are valid to most of the analysis points:
• Intensity, Consistency and Presence;
• Efficiency, Relevance and Ergonomy;
• Contrast with competition and the main identity;
• Style - trend, originality, relation to identity;
• Technics - in case of unapproved applications;
• Integration of brand values;
• Attitude and Language;
• Reliability in a long term application;
• Unity of styles, products and communication;
• Versatility for new products or styles;
• Advantages/disadvantages;
• Other characteristics.

Demonstrative

Comparison and examples:
Inside - by comparing 2 products/characteristics.
Outside - by comparison with other brands in the same commercial field or with ones that offer better help in understanding desired brand values. Quick Solutions:
By request or ocasionally the analysis provides quick practical solutions to obvious visual problems.

Follow-up

Promised Values:
In the initial brief the client is requested to present a future plan in the brand development, the intentions of change (if there is any) and the brand promise of the moment. Only this way the analysis can focus on the present and future brand, presenting the most personalized and updated solutions.

results

The Brand Image

The Brand Image of the moment and the necessary solutions will result from the mix of all the analysis conclusions.
The results may establish or suggest standards that have a generally good points in the analysis.
These suggestions usually represent the most idealistic advices, so the client can easily set his own level when it comes to financial planning.

Purpose

The results of the analysis help establish and avoid problems in the next step of the brand development and create a clean and consistent brand image in the future. Even if in most of the cases are pointed out the obvious problems, the results can be the first support for the future agenda in marketing.
Usually brand analysis is followed by brand guidelines, but this step can be easily jumped if every point is taken into consideration and all the effects and results of future applications follows a well designed route.

References

• Marty Caffe - Restaurants (2007)
• TiriacAuto - Car Retailer (2007)
• Gregory's - Fast Food Chain (2008)
• BellPlast - Plastic Profile Extrusion (2008)
• Cosmetic Plant - Beauty and Care (2008)
• trilulilu - Online Media Entertainment (2009)

Note: *The advertising is analized by the concept and the effect of this concept to the brand value.
**The web analysis is made strictly by a visual point of view, regarding only the application of the brand's identity elements.

Note: Conclusions are provided on each category.
The analysis can be done on very particular and isolated issues, but this cannot provide a complete brand image at the end and is made without knowing possible problems.

Note: The brand analysis is made regardless of any economical or social issues of the moment, so in some cases it might have an offending tone.
Even so, the analysis may have subjective results when inside policy of a company is not known.

About

In two words this is the "Dos and Don'ts" of the visual identity.

One Magazine Graphic Standards Cover

A brand's visual identity is the entire system of graphic elements, images and styles which at some point convey into one unique focus point, to help create the brand personality. The visual identity will always need the support of all attributes of the brand, the language, the attitude or even the inside policy of a company to create a coherent and personalized brand profile.
Brand Books are created to ensure brand visibility and consistency, for an easy recognition of the communication style that would lead to customer loyalty.

Graphic Sistem

Logo

The central element in the definition of a brand is the logo or the unique graphic element, the vector, designed to represent the main identity.
Standards:
Construction
Elements
Sizes - min./max.
Clear Space around the Logo
Colors - codes
Main Logo
Secondary Logo
Tagline
Cobranding
Endorsement
Background
Graphic Symbol, Vector Image* (if any)

*other symbols, vector images or graphic elements with great identifier roles have the same treatment as the main logo.

Marty Restaurants Graphic System/Logo/Construction

Font

Fonts selected for communication help in the brand identification and these are used in all materials, communication inside and outside the company. Exceptionally, corresponding fonts represent secondary options in case identity fonts can't be embedded into communication materials (electronic media, e-mails).
Standards:
Main Font
Secondary Font
Correspondent Font
Brand Name inside text

Colors

Colors are defined and used regularly so that through their use these constitute a consistent image of the brand.
Standards:
Background
Main Colors
Secondary Colors

Layout

Standards:
Elements + Graphic Signs (where applicable)
Construction
Dynamics, Orientation
Types - according to communication
Usage

TiriacAuto Graphic System/Layout/Elements

Stationery

The purpose of this chapter is to provide to employees standard formats for office applications, but also help to understand the right mechanism for promoting the brand consistently.
Standards:
Administrative forms, Stamps
Letterheads
Business Cards
Nametags, Badges
Mail
E-mail letterhead
Other official documents

Ursus Breweries StationeryLetterhead/Elements