Branding and Identity
What is Branding?
What is Branding?
Branding refers to the process of creating a unique identity and image for a product, service, individual or business. It involves crafting a distinct personality, values, and perception that differentiate it from competitors and resonate with the target audience. This identity is communicated through various elements such as logos, slogans, visual design, colour schemes, messaging, and customer experience.
Effective branding aims to build recognition, trust, loyalty, and emotional connection with customers, ultimatley facilitating
long-term relationships.
Effective branding aims to build recognition, trust, loyalty, and emotional connection with customers, ultimatley facilitating
long-term relationships.
How does this filter into Brand Identity?
Branding directly influences brand identity, which is the physical representation of a brand's values, personality, and purpose. Brand identity encompasses the visual and verbal elements that represent the brand, including logos, color schemes, typography, imagery, taglines, and messaging.
Why is a strong Brand Identity important?
Having a strong brand identity is crucial because it builds recognition, trust, and emotional connections with consumers. A brand identity differentiates a business from its competitors, positions it in the market, and provides consistency across all branding areas.
A strong brand identity also enables brand extensions and diversification, which contributes to long-term success and growth within the market.
A strong brand identity also enables brand extensions and diversification, which contributes to long-term success and growth within the market.
Bad Rebranding
Rebranding Mistakes
Many mistakenly view rebranding as a universal solution to all business communication issues. While rebranding indeed offers a fresh start and the potential to boost sales, stand out from competitors, and enhance product value, it can backfire if not executed properly.
When a company undergoes a poorly executed rebrand, it risks damaging its reputation and relationships with customers. This can result in a loss of trust, as consumers grapple with confusion and struggle to recognize the company they once knew.
When a company undergoes a poorly executed rebrand, it risks damaging its reputation and relationships with customers. This can result in a loss of trust, as consumers grapple with confusion and struggle to recognize the company they once knew.
Rebranding Mistakes
Negative public perception and media scrutiny can further harm the company's image, eroding brand equity and potentially affecting its financial stability. Additionally, a poorly received rebrand may not generate the expected returns on investment.
Rebranding Mistakes
Internally, employee disengagement and lack of support can impede the successful implementation of the new brand. In the marketplace, dissatisfied customers may turn to competitors, leading to a decline in market share. In severe cases, a company may need to reverse the rebranding process, incurring additional costs and exacerbating damage to its image and credibility.
To mitigate these risks, careful planning, effective communication, and a gradual implementation approach are essential for a successful rebranding effort.
To mitigate these risks, careful planning, effective communication, and a gradual implementation approach are essential for a successful rebranding effort.
Rebranding Case Study: GAP
In 2008, like many other retailers during the global financial crisis known as the "Great Recession" GAP faced a significant decline in sales and revenue. To revitalize its image and attract new customers, GAP opted for a rebranding initiative in 2010, which included updating its logo.
The new logo, unveiled in October 2010, featured the word "Gap" in bold black letters against a white background, accompanied by a gradient blue square. Laird and Partners Creative Agency of New York developed this design, with the rebranding effort costing the company $100 million.
GAP's clothing line had always been known for its convenience, good quality, and affordable prices, rather than being super trendy. The old logo, in use since 1990, perfectly reflected these qualities and had become iconic over the years.
The new logo, unveiled in October 2010, featured the word "Gap" in bold black letters against a white background, accompanied by a gradient blue square. Laird and Partners Creative Agency of New York developed this design, with the rebranding effort costing the company $100 million.
GAP's clothing line had always been known for its convenience, good quality, and affordable prices, rather than being super trendy. The old logo, in use since 1990, perfectly reflected these qualities and had become iconic over the years.
Image Comparison
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However, the introduction of the new logo was met with criticism from the company's consumers. Over 2,000 negative comments flooded GAP's Facebook page, and a Twitter account dedicated to protesting the rebranding effort garnered nearly 5,000 followers.
ABOUT
They also introduced a "Create Your Own Gap Logo" website, which quickly gained traction and led to the creation of over 14,000 parody versions of the updated logo.
Rebranding Mistakes
GAP neglected to inform its customers about the impending logo change or provide any rationale for the rebranding.
The rebranding effort was limited exclusively to altering the logo, without any introduction of new clothing lines or modifications to in-store or online shopping experiences.
The brand name was depicted in Helvetica, a font considered outdated by 2010 and widely utilized by various companies, including GAP's main competitor, American Apparel.
This lack of distinction further diminished the significance of the logo change and failed to set GAP apart from its competitors.
The rebranding effort was limited exclusively to altering the logo, without any introduction of new clothing lines or modifications to in-store or online shopping experiences.
The brand name was depicted in Helvetica, a font considered outdated by 2010 and widely utilized by various companies, including GAP's main competitor, American Apparel.
This lack of distinction further diminished the significance of the logo change and failed to set GAP apart from its competitors.
Rebranding Case study: Tropicana
Tropicana, a brand owned by PepsiCo, specializes in selling fruit juices globally. In 2009, the company opted to revamp its image to better align with prevailing market trends. As part of this initiative, Tropicana overhauled the packaging and logo for its flagship product, Tropicana Pure Premium Orange Juice. This rebranding effort contributed to an annual revenue exceeding $700 million from its sales.
The packaging underwent significant changes, with designers eliminating the orange and straw imagery and replacing it with a prominent clear glass filled with juice. The logo was repositioned vertically. Additionally, the distinctive "No pulp" inscription was removed, which had previously highlighted the product's unique characteristics. Instead, the new packaging prominently featured the message "100% Orange Pure and Natural." The design was crafted by the Arnell Advertising Agency based in the USA.
The packaging underwent significant changes, with designers eliminating the orange and straw imagery and replacing it with a prominent clear glass filled with juice. The logo was repositioned vertically. Additionally, the distinctive "No pulp" inscription was removed, which had previously highlighted the product's unique characteristics. Instead, the new packaging prominently featured the message "100% Orange Pure and Natural." The design was crafted by the Arnell Advertising Agency based in the USA.
Image Comparison
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The rebranding effort incurred a £35 million expense for Tropicana. Shortly after its launch, consumers began to express criticism of the new design, deeming it "unappealing" and "unwise." Many remarked that Tropicana's premium juice now bore a resemblance to "an everyday discounted item found in budget supermarkets." Two months later, the company experienced a substantial 20% decline in sales, resulting in a £30 million loss for Tropicana.
Rebranding Mistakes
Consumers missed the natural imagery of a ripe orange with a straw, feeling disconnected from the product due to its absence.
The large glass image on the packaging, while visually appealing at an angle, proved impractical on supermarket shelves where only the front side is visible, causing confusion among customers.
The vertical Tropicana logo and the "100% orange juice" label led to further uncertainty among consumers, who questioned the authenticity of the product they had previously trusted.
The large glass image on the packaging, while visually appealing at an angle, proved impractical on supermarket shelves where only the front side is visible, causing confusion among customers.
The vertical Tropicana logo and the "100% orange juice" label led to further uncertainty among consumers, who questioned the authenticity of the product they had previously trusted.
Branding Do's and Don'ts for a Photographer
For photographers, branding and identity play pivotal roles that greatly influence success within a competitive industry. Here's why they matter and some guidelines to follow:
Do's
Define Your Style: Clearly articulate your photographic style and unique selling points, evident in your portfolio and visual brand elements.
Consistency is Key: Maintain uniformity in branding across all platforms, spanning from your website and social media to business cards and promotional materials, fostering brand recognition.
Tell Your Story: Leverage your brand to narrate a compelling story about your photographic journey, passion, and distinct approach, forging a personal connection with clients.
Quality Portfolio: Your portfolio serves as a cornerstone of your brand. Ensure it showcases your finest work, representing the style you aim to be recognized for.
Consistency is Key: Maintain uniformity in branding across all platforms, spanning from your website and social media to business cards and promotional materials, fostering brand recognition.
Tell Your Story: Leverage your brand to narrate a compelling story about your photographic journey, passion, and distinct approach, forging a personal connection with clients.
Quality Portfolio: Your portfolio serves as a cornerstone of your brand. Ensure it showcases your finest work, representing the style you aim to be recognized for.
Don'ts
Copycatting: While drawing inspiration is acceptable, refrain from directly mimicking another's brand. Your brand should authentically reflect your individuality and perspective.
Inconsistency: Discrepancies in branding can confuse potential clients. Ensure alignment of your logo, color palette, and messaging across all channels.
Ignoring Online Presence: In today's digital era, a photographer's online presence holds significance. Neglecting your website or social media presence may limit your brand's reach and influence.
Overcomplicating: Keep your brand straightforward and focused. Overcomplicating your logo or brand message risks diluting your identity, making it challenging for clients to recall you.
Inconsistency: Discrepancies in branding can confuse potential clients. Ensure alignment of your logo, color palette, and messaging across all channels.
Ignoring Online Presence: In today's digital era, a photographer's online presence holds significance. Neglecting your website or social media presence may limit your brand's reach and influence.
Overcomplicating: Keep your brand straightforward and focused. Overcomplicating your logo or brand message risks diluting your identity, making it challenging for clients to recall you.
Branding Case Study
HasselBlad Cameras
Who are Hasselblad?
Hasselblad is a renowned Swedish manufacturer celebrated for its exceptional medium format cameras. Established in 1941 by Victor Hasselblad, the company quickly rose to prominence with groundbreaking innovations in photography.
With a legacy spanning over seven decades, Hasselblad remains synonymous with uncompromising quality, precision craftsmanship, and a relentless pursuit of excellence in the world of professional photography.
With a legacy spanning over seven decades, Hasselblad remains synonymous with uncompromising quality, precision craftsmanship, and a relentless pursuit of excellence in the world of professional photography.
HasselBlad Brand Values
Innovation
Hasselblad has a history of innovation, having played a significant role in space exploration by providing cameras for NASA's Apollo missions. This commitment to cutting-edge technology and innovation is often highlighted in the brand's identity.
Heritage
With a history dating back to 1941, Hasselblad has a rich heritage in the world of photography. The brand values its legacy and heritage, drawing inspiration from its iconic cameras of the past while continuously innovating for the future.
Professionalism
Targeting professional photographers and maintaining a reputation for delivering tools that meet the demands of the photography industry.
Quality Craftsmanship
Hasselblad cameras are synonymous with exceptional build quality and craftsmanship. The brand is committed to using the finest materials and manufacturing processes to ensure durability and reliability in every product they produce.
Hassleblad Brand Evaluation
Hasselblad's brand identity is deeply rooted in its values of heritage, craftsmanship, innovation, and professionalism, which are consistently reflected across its products, messaging, and actions.
The brand's strong heritage in medium-format cameras and its association with precision engineering and craftsmanship are evident in the design and build quality of its products. Hasselblad's commitment to innovation is showcased not only through its historic contributions to space exploration but also through its continuous development of cutting-edge camera technology.
Furthermore, Hasselblad's positioning as a brand catering to professional photographers aligns with its emphasis on quality and professionalism. Its products are tailored to meet the demanding requirements of professionals, offering superior image quality and performance.
Overall, Hasselblad's brand identity appears to be well-aligned with its values, with a consistent emphasis on quality, innovation, and professionalism. I will aim to use Hasselblad as a strong influence on my own branding decisions as a photographer/photography business. their key values, such as professionalism and Innovation, are values I would like to carry over into my own brand identity.
The brand's strong heritage in medium-format cameras and its association with precision engineering and craftsmanship are evident in the design and build quality of its products. Hasselblad's commitment to innovation is showcased not only through its historic contributions to space exploration but also through its continuous development of cutting-edge camera technology.
Furthermore, Hasselblad's positioning as a brand catering to professional photographers aligns with its emphasis on quality and professionalism. Its products are tailored to meet the demanding requirements of professionals, offering superior image quality and performance.
Overall, Hasselblad's brand identity appears to be well-aligned with its values, with a consistent emphasis on quality, innovation, and professionalism. I will aim to use Hasselblad as a strong influence on my own branding decisions as a photographer/photography business. their key values, such as professionalism and Innovation, are values I would like to carry over into my own brand identity.
Brand Logos
Hasselblad Logos
Hassselblad's logo has always represented precision, quality, and sophistication, reflecting its esteemed reputation in professional photography. While the logo's design may have changed, its key elements usually include:
Typography: The Hasselblad logo typically features the brand name "Hasselblad" rendered in a distinctive and elegant typeface. The choice of typography is crucial in conveying a sense of refinement and professionalism, aligning with the brand's commitment to producing high-quality photographic equipment.
Symbolism: In some versions of the logo, there might be subtle design elements or symbols that reflect the company's association with photography and precision engineering. These elements could include subtle graphical elements that reinforce the brand's identity and values.
Colour Palette: The colour scheme used in the logo is carefully chosen to evoke a sense of sophistication and reliability. Traditional colours associated with Hasselblad's logo include combinations that convey a premium and professional image.
Typography: The Hasselblad logo typically features the brand name "Hasselblad" rendered in a distinctive and elegant typeface. The choice of typography is crucial in conveying a sense of refinement and professionalism, aligning with the brand's commitment to producing high-quality photographic equipment.
Symbolism: In some versions of the logo, there might be subtle design elements or symbols that reflect the company's association with photography and precision engineering. These elements could include subtle graphical elements that reinforce the brand's identity and values.
Colour Palette: The colour scheme used in the logo is carefully chosen to evoke a sense of sophistication and reliability. Traditional colours associated with Hasselblad's logo include combinations that convey a premium and professional image.
Hasselblad Logos
Designing My Brand Logo
Your logo is the representation of your brand. A logo is crucial to representing your brand and its key values and beliefs.
My brand values include: Professionalism, Modernism, Efficiency, Quality, and Authenticity.
I will aim to represent these values within my logo and my logo designing process will be based around displaying and representing these values.
My brand values include: Professionalism, Modernism, Efficiency, Quality, and Authenticity.
I will aim to represent these values within my logo and my logo designing process will be based around displaying and representing these values.
Some steps to follow when creating your Brand logo include:
Define Your Brand: Think about your photography style and niche. Consider what emotions and messages you want your logo to convey.
Seek Inspiration: Explore other photography logos for ideas and inspiration. Look beyond the photography industry for unique elements to incorporate.
Choose Colors Wisely: Select a color palette that aligns with your brand's personality. Classic black, white, and neutral tones often work well, with an accent color to enhance visibility.
Select Fonts: Choose fonts that complement your brand identity and ensure readability across different sizes.
Include Relevant Symbols: Incorporate symbols or icons that represent photography or your niche, adding a personal touch to set your logo apart.
Experiment with Layouts: Test different arrangements of elements for optimal visibility and recognition.
Keep it Simple: Focus on simplicity to make your logo memorable and easy to understand.
Ensure Scalability: Ensure your logo looks good across various sizes and platforms, maintaining visibility and legibility.
Gather Feedback: Seek feedback from peers or professionals to refine your logo further.
Refinement and Finalization: Based on feedback, refine your logo until you're satisfied with the design's versatility and adaptability.
Seek Inspiration: Explore other photography logos for ideas and inspiration. Look beyond the photography industry for unique elements to incorporate.
Choose Colors Wisely: Select a color palette that aligns with your brand's personality. Classic black, white, and neutral tones often work well, with an accent color to enhance visibility.
Select Fonts: Choose fonts that complement your brand identity and ensure readability across different sizes.
Include Relevant Symbols: Incorporate symbols or icons that represent photography or your niche, adding a personal touch to set your logo apart.
Experiment with Layouts: Test different arrangements of elements for optimal visibility and recognition.
Keep it Simple: Focus on simplicity to make your logo memorable and easy to understand.
Ensure Scalability: Ensure your logo looks good across various sizes and platforms, maintaining visibility and legibility.
Gather Feedback: Seek feedback from peers or professionals to refine your logo further.
Refinement and Finalization: Based on feedback, refine your logo until you're satisfied with the design's versatility and adaptability.
My Brand Logo
For my Brand Logo, I will experiment with different styles and fonts to find the most suitable logo for my brand/business.
I will experiment with relevent symbols in my work, such as cameras and lenses to represent my photogrphy.
I will alos experiment with simplicity in my logo, as this will allow it to translate across multi-media more smoothly.
I will experiment with relevent symbols in my work, such as cameras and lenses to represent my photogrphy.
I will alos experiment with simplicity in my logo, as this will allow it to translate across multi-media more smoothly.
My First Design
To create my first logo I did some research across the internet at different photography style logos. a common theme with many of these logos inlcuded a camera symbol within their logo.
This symbol is to link my logo to my work and it immediatley lets the clinet know what my business focuses on.
To create this logo I used photoshop and my graphic design skills to experiment with typography and fonts as well as merge the sybol and text within my logo together.
This symbol is to link my logo to my work and it immediatley lets the clinet know what my business focuses on.
To create this logo I used photoshop and my graphic design skills to experiment with typography and fonts as well as merge the sybol and text within my logo together.
Logo Application
To gather feedback on my work and see how my logo will apply to my work; I used my logo on the header of my website/online portfolio.
This gave me a clear view of how the logo will appear alongside my work, as well as getting feedback from clients and peers on how they percieve the logo.
Over time i became less happy with this log as it appeared too generic and childish. a lot of feedback on my logo was also representative of this. because of this, I intend on creating a new logo using less bold symbols and more of a simplistic focus.
This gave me a clear view of how the logo will appear alongside my work, as well as getting feedback from clients and peers on how they percieve the logo.
Over time i became less happy with this log as it appeared too generic and childish. a lot of feedback on my logo was also representative of this. because of this, I intend on creating a new logo using less bold symbols and more of a simplistic focus.
New Logo Design
For my new logo design I used an pnline software called "Looka", which generates logos based on your company needs. it then allows you to make graphic design adjustments through their software until you settle on a logo you are pleased with.
Looka Designing
After entering my business focus, aims, and needs; Looka provided me with a variety of logo ideas. these ideas were also based on the colour scheme I provided Looka with, which was a greyscale colour pallete. this colour choice fits with the simplistic style I am aiming for, as well as appearing more professional and modern.
ABOUT
I found a logo I liked and opened it in the Looka Software to begin making changes and tweaks. the Logo I chose was a simple J, followed by "James Photography" underneath.
This fits the simple design I wanted and also would be easier to translate across different medias.
To create a Logo that represented m, I experimented with different typography styles and fonts based around the logo i had chosen.
This fits the simple design I wanted and also would be easier to translate across different medias.
To create a Logo that represented m, I experimented with different typography styles and fonts based around the logo i had chosen.
My Logo Experiments
Final Design
After experimenting with different logo designs I settle on this as my final Brand logo...
I chose this logo design because the typography of the J, which I think looks professional and modern. these are two key elements of my business that I would like to display within my logo.
This logo would also be very easy to translate to different medias because of its simple design. for example: the J can stand alone as a logo without the bottom text, which is useful for social media logos, Business cards, etc.
I chose this logo design because the typography of the J, which I think looks professional and modern. these are two key elements of my business that I would like to display within my logo.
This logo would also be very easy to translate to different medias because of its simple design. for example: the J can stand alone as a logo without the bottom text, which is useful for social media logos, Business cards, etc.
Logo Application
I used my logo to redesign my entire brand and online portfolio to beter represent the professionalism and Modern look I wanted for my business.
My newly designed website would be inspired from my Logo with its simple and clean design. this pairing allows my logo to be the prime example of my brand and represent the brand values I would like to respresent.
Going forward with my business and branding, I will continue to update my logos inline with my brand values as my business develops, changes, and evolves over time.
My newly designed website would be inspired from my Logo with its simple and clean design. this pairing allows my logo to be the prime example of my brand and represent the brand values I would like to respresent.
Going forward with my business and branding, I will continue to update my logos inline with my brand values as my business develops, changes, and evolves over time.
Conlcusion
In opting for a simplistic logo design without symbols and bold colors, I chose to rely solely on typography and fonts to convey the professional, modern, and clean values of my photography business. My research into different branding styles allowed me to expand my understanding of branding and how important a logo is to that brand. Case Studies, such as Hasselblad, were extremely sueful in developing and idea for my own branding and the brand values I would like to carry over into my own business.
Designing my logo gave me a visual. representation of my brand and allowed me to make changes based on the values I wanted to respresent and the logo style I felt best represented these values.
Overall, I think my simplistic logo effectively communicates my brand's identity and resonates with my audience, ensuring a strong visual presence in a competitive market. The research into other brands was vital in aiding my own brand creation and I will continue to update and change my logo as my brand evolves and changes overtime.
Designing my logo gave me a visual. representation of my brand and allowed me to make changes based on the values I wanted to respresent and the logo style I felt best represented these values.
Overall, I think my simplistic logo effectively communicates my brand's identity and resonates with my audience, ensuring a strong visual presence in a competitive market. The research into other brands was vital in aiding my own brand creation and I will continue to update and change my logo as my brand evolves and changes overtime.
