05th Sep 2007
What is Branding?
Branding is not only your logo but also your business name. Great names evoke intrigue, savvy and class, and tell customers a lot about who you are. When you begin the branding process, think first about your name. Next, envision an image that works with that name. Finally, create a byline, which is a short sentence that describes who you are or what you stand for. Here’s an example. I named of one of my first coffee bars “Caffe Primavera.” In Italian, “Primavera” means springtime. For my logo design I used a Corinthian column with a floral theme at its base, surrounded by two renaissance angels. The byline I chose was “Coffee delivered from heaven.”
There are many examples of expired branding in the coffee world. Let’s look at Seattle’s Caffé D’arte (Italian for “coffee of art”). Its simple logo incorporates the company name and a cup in a design that uses traditional Italian colors. Its byline, “Taste the Difference,” tells you a lot. It indicates this company has traditional Italian coffee and suggests it is a high quality product.
Another Seattle coffee company with impressive branding is Caffé Vita. Its logo design features an Italian clown holding a cup. The image is classy, whimsical and reminds me of Carnival in Venice, reinforcing the link to Italy, the Mecca of espresso. The company uses its name and branding in fun and unique ways, probably more so than any other company in the industry.
Recently the company gave away black hats with an embroidered logo design that simply said “Caffé Vita.” But for the younger crowd, as a very creative and unique promotion, the company created cheap black and white foam baseball hats that from a distance read “VITA SUCKS.” Upon closer inspection, you could read small print that said, “VITA is great! What SUCKS is when you can’t find any!
Written by: Bruce Milletto
Source: www.expresso101.com
Creativity, as has been said, consists largely of rearranging what we know in order to find out what we do not know. Hence, to think creatively, we must be able to look afresh at what we normally take for granted.
—George Kneller
Your corporate name and corporate icon had better tell clients something about you, without any previous knowledge of your business enterprise. Your brand ought to be be strong enough to communicate a message and a opinion in an blink of an eye.
Designing logos for longevity
A logo must serve as your long-run branding instrument, announcing a very open precise message. Make the time it requires to design a logo for the distance, instead of trading your brand in for a new one every year. A pro graphic designer will establish your company logo a classic. Just like Pepsi, Coca Cola, and Ford, your company ID can proceed on year after year, making your name noteworthy and global.
Tags: brand strategy, business branding, image branding, corporate branding, name branding
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