This weeks lessons and projects are all about branding identity.
In this post, I will be examining the following logos:
The brand seems young, laid-back, friendly, approachable, and inspiring.
This logo is likely to get noticed quickly due to its high contrast and fun, eye-catching, sunset colors, which seem to target a young/young adult and creative audience. The design is highly effective because it conveys a lot of information with very few elements. The simplified camera icon communicates that the site is focused on sharing experiences through photos. The camera resembles a Polaroid camera which has been popular again in the last decade. This adds a cool retro vibe with a modern twist. It could also have the meaning of “instant sharing”. The curves in the drawing and the font add softness add additional playfulness. The simplicity of the shapes make it up-to-date as well as timeless.
Mercedes Benz
The logo is graceful, timeless, classy, and it represents luxury and high quality. The 3 pointed star symbolizes the use of the Daimler engines on land, at sea, and in the air. The current logo came about by combining the Daimler logo consisting of the three-pointed star named Mercedes and the Benz brand logo – consisting of the Benz name surrounded by a laurel wreath. It has become one of the most recognisable logos in the world.
I believe this brand was way ahead of its time when designing the logo. It is clear that they aimed to make their symbol easily recognizable, high class, sophisticated, and uncomplicated.
Mastercard
To be honest, I would be nervous to submit a logo like this for an assignment; it could seem like no effort was put in it. Yet, this is definitely one of the most recognizable bank logos in the world.
The current version (and it hasn’t changed much over the years) features two solid overlaying circles in red and light orange, with the overlapping part being a more true orange, it has no additional details and lettering is added – I believe this is because it is no longer needed. Everyone knows what this logo stands for, and it was exactly the simplicity and the bright colors that helped to achieve this.
It looks less formal than other bank logos. It has a younger, more laid-back feel. In a way, it’s a bit difficult to understand how these extremely simple designs work, but they do work, and they seem to work best. The simplest designs are often the ones that become iconic. Somehow this unconventional approach is attractive and they matched it well with their “Priceless” commercials, which I believe really set them apart from other banks.
But, what do these bright colored circles have to do with a bank? I had to research this to find out. They represent progress, passion, and exchange.
This design really makes me think about my approach toward design in general. There is a struggle to be unique, creative, innovative, and impactful. These are often found in simplicity, which of course seems ‘simple’, but is so difficult to master. I feel that such minimalism takes some guts as well as a great understanding of psychology.
Louis Vuitton
For this task, we needed to research Louis Vuitton bags, in particular the Speedy 30 Monogram.
The history of the Speedy 30 Monogram
In 1932, LV created their first ever handbag, the Speedy, when handbags were a new thing on the market. The original size was 30, but it came in sizes (30, 35, 40 cm wide) and patterns. A year after its debut, it was produced in the classic monogram canvas. In 1959 Audrey Hepburn asked LV to create a smaller version for her to carry around regularly. It was due to the Speedy 25 popularized by Hepburn that Speedy bags became so popular. This was also made with the classic monogram canvas, which is still used today and is the signature style for the brand. The Speedy was designed for everyday use, and the goal was to make it roomy yet easy to carry.
Strategy for the Speedy 30
They wanted to be one of the first companies to produce a bag for everyday use that was compact enough to carry yet could also could hold a lot. They created something that would be enough for a short trip but not too much for everyday use. By designing for Audrey Hepburn and having other actresses wear their purses, they created a highly desirable brand. I believe it was probably their goal to reach a wider audience and go from a luggage business to a brand that produced products for everyday use.
Research conducted prior to creating the Speedy 30
They most likely researched the market’s offers and checked for anything that was missing/unavailable to see how they could set themselves apart from the competition. They also researched what high class women would find ideal and appealing, what they were hoping for in a bag, and how their bag could elevate their status. I believe they looked for ways to make the transition from a high-end luggage company to a brand that also creates every-day products for a wider audience. They sought to solve problems with their new line; therefore they looked for what were causing problems for customers and other brands. They may have looked into how stars wearing and hence advertising their products could impact their business.
Current Brand Identity (how the company wishes to be perceived in the eyes of the consumer)
I believe they present themselves as an exlusive, high-end, and luxurious brand that is known for quality and a great history of craftsmanship. Costumers should expect consistency in designs, prices, quality, and values. An LV bag is not for everyone to own, therefore it is highly desirable. The brand is easily recognizable, making its owner proud.
Current Brand Positioning (how the company makes itself the best option for a specific need)
The target audience is from middle class to the affluent population, mostly women. Their brand is for people who place importance on owning timeless fashion pieces that preserve their value. It is also for people who want to communicate a certain level of success by wearing items from exclusive brands. Due to their unmistakeable logo and pattern and the status they hold in the fashion industry, this brand is often the first choice for those who wish to own a luxury bag, especially one that is easily recognized by others. They serve the practical needs of customers in addition to maintaining aesthetic design. This is done by offering new styles and iconic pieces which makes it easy for everyone to find what serves them best. I believe the brand is also targeting men who purchase bags as gifts.
Sources:
https://bagista.co.uk/blogs/news/audrey-hepburn-and-the-louis-vuitton-speedy-25
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