What do you do when a client says that? It can get icky when working with clients who lack clarity. It is part of our job, to help clients achieve that clarity.
Etymology[ edit ] The word, brand, derives from its original and current meaning as a firebrand, a burning piece of wood. That word comes from the Old High Germanbrinnan and Old English byrnan, biernan, and brinnan via Middle English as birnan and brond. Later the firebrands were replaced with branding irons.
Through that association, the term eventually acquired its current meaning.
History[ edit ] In pre-literate society, Brand identity rationale distinctive shape of amphorae provided potential consumers with information about goods and quality. Amphorae for wine and oil, Archaeological Museum, Dion.
Branding and labelling have an ancient Brand identity rationale. Branding probably began with the practice of branding livestock in order to deter theft. Images of the branding of cattle occur in ancient Egyptian tombs dating to around 2, BCE.
Branding was adapted by farmers, potters and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions.
Systematic use of stamped labels dates from around the fourth century BCE. In a largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality.
These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to the consumer through branding.
Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality.
Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture such as Attianus of Lezoux, Tetturo of Lezoux and Cinnamus of Vichy have been found as far away as Essex and Hadrian's Wall in England.
A series of five marks occurs on Byzantine silver dating from this period. We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop.
Museo Bellini In ancient Romea commercial brand or inscription applied to objects offered for sale was known as a titulus pictus.
The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims.
The mosaic depicts four different amphora, one at each corner of the atrium, and bearing labels as follows: Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to the name of the producer.
Back section of a bracelet clasp with a hallmark of Hunnish craftsmanship, early 5th century The use of identity marks on products declined following the fall of the Roman Empire. However, in the European Middle Ages, heraldry developed a language of visual symbolism which would feed into the evolution of branding,  and with the rise of the merchant 's guilds the use of marks resurfaced and was applied to specific types of goods.
By the 13th century the use of maker's marks had become evident on a broad range of goods. In makers' marks on bread became compulsory in England. Hallmarks, although known from the 4th-century, especially in Byzantium,  only came into general use during the Medieval period.
Some brands still in existence as of [update] date from the 17th, 18th and 19th centuries' period of mass-production. Many years before Bass applied a red triangle to casks of its Pale Ale. In its red-triangle brand became the first registered trademark issued by the British government.
Recognised by Guinness World Records as having the world's oldest branding and packaging. When shipping their items, the factories would literally brand their logo or company insignia on the barrels used, effectively using a corporate trademark as a quasi-brand.
Packaged-goods manufacturers needed to convince the market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market.A brand's visual identity is the overall look of its communications.
Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements.
At the core of every brand identity is a brand mark, or logo. Rationale Examples. I thought it would be useful to see show some examples of rationales I have written for various logo concepts I’ve have presented to clients.
The Media Backpack Logo Concept Rationale.
Rationale Examples. I thought it would be useful to see show some examples of rationales I have written for various logo concepts I’ve have presented to clients. The Media Backpack Logo Concept Rationale. The Media Backpack logo portrays the spirt of the outdoors through the mountain and hiker icons. A brand's visual identity is the overall look of its communications. Effective visual brand identity is achieved by the consistent use of particular visual elements to create distinction, such as specific fonts, colors, and graphic elements. At the core of every brand identity is a brand mark, or logo. A new brand identity represents a major investment for your company; it may also signify a change of direction or other important strategic change.
The Media Backpack logo portrays the spirt of the outdoors through the mountain and hiker icons. Kapferer’s Brand-Identity Prism model Type of model: Author(s): Domain: Brand model (structure model) J.N.
Kapferer Identity and image Figure 1: Six dimensions of brand identity In his so-called Brand Identity Prism, Jean-Noël Kapferer identifies six aspects of brand identity: (1) physique, (2) personality, (3) culture, (4) relationship, (5) reflection and (6) self-image.
These six aspects are divided over two .
PYRAMIDS FC Logo Design Rationale While the name of the club is Pyramids FC, and after testing the Pyramids as main brand element, the concept chosen by the Club was the Sphinx. With this choice we achieved 3 goals: it humanizes the brand, makes it visually more interesting and also helps with activations of the sport mascot as key element in the brand identity.
A brand identity is the emotional and rationale connection that brings seller and buyer together. With a relevant brand identity, a company has an operating principle that informs every aspect of the company’s communications, including online, offline, sales and media relationships.
A brand refresh maintains a visual connection to how the brand identity was seen before. But the "new suit" makeover is up-to-date, vibrant and designed for today's audiences.
Keep the logo, shift the look: SELCO Community Credit Union wanted a whole new look and tone for their brand.