I love to talk branding, and consider myself somewhat of an expert on the topic. But there’s arguably no greater expert on the subject than Pentagram partner Michael Bierut. This short YouTube video presents four logo structures:
The logo system
Mr. Bierut recently recently sat down with 99% Invisible’s Roman Mars to discuss how he employed the logo system structure for the Obama and Clinton presidential campaigns, and how the rise of social media and online publishing has made way for widespread criticism of big brands. Listen here, or download the podcast to your favourite mobile app.
June 2012: When envisioning the MBCM logo, we attempted to stay connected to what had already been established and accepted by the conference, while making a bold step in a new direction. The new logo should be easily transferable across media – The icon can be reduced to fit standard social media avatars without loss of readability.
The interwoven letters give a glimpse at the cross. They move around and between one another—representing diverse projects, people and backgrounds—centralized by the cross. Pairing an acronym with the full name is not unusual in logo design. Given that we would link this signature to departments and ministry units, and often tie it to a tagline (or focus theme), we chose to not include an independent icon. Instead we made the acronym itself the icon– the fear being that adding too many elements to the brand mark would water it down or complicate it. Simple is always better.
We wanted the icon to take on a life of its own: To move in different directions and intertwine–each letter playing off the next. The primary version uses an expansive palette, with gradients and blends that convert dimension and shape. Admittedly, this primary version may not be proper for all uses, so the mark has been designed so that it can work effectively in single colour, or any combination of flat colours. This was designed to be flexible and used in various ways Anatomy of the MBCM logo The MBCM logo is built on geometric shape and pattern. The bottom-left square is repeated throughout as a graphic element, but also as a division of forms. This provides defined balance and weight.
Novocento is a newcomer to the type world. It’s bold face has a retro feel, but it’s definitely not Arial. It’s sharp lines and symmetric bowls and lines give balance and stability. It has been highly customized for the acronym icon.
The MBCM primary palette is composed of 4 vibrant colours: Green, orange, soft and royal blue. They are blended together as part of the primary logo’s icon. There are 8 secondary colours (including black and white) that complete the full MBCM colour pallet, and support the MBCM visual identity. The full palette is extensive and provides a ready-made scheme for any and all future marketing materials. It also accommodates potential expansion of programs and projects that fall under the Manitoba conference.
MB Church Manitoba unveiled their new brand during their November 2013 Church Assembly. Since then it has been applied to stationery and event marketing materials. In March 2013, they launched a responsive website designed and developed by SamsonStudios.
They stick to the basics: Notice the 3 elements that make-up the magazine cover:
Signature nameplate (Typography – A condensed Times New Roman)
Signature colour (yellow)
Signature shape (rectangle)
(Here’s a fourth: Amazing photography)
NG has leveraged their signature yellow border across multiple global publications, their television channel, the web and as the central graphic for the NG Society’s logo. It’s everywhere. It also helps that they’ve maintained this icon for the better part of the 20th century, and of course, into the early decades of this century.
Longevity and consistency will do a lot for a brand. they’re the keys to establishing successful brand recall.
Start-ups with a long-term vision and patience will win the day.
Chances are, anyone who visits your website already has a pretty good idea what your business does. What it sells, what services you offer, and perhaps even what it costs. What they’re looking for, is why they should buy it from you. Continue reading What’s your story?
If your brand is recognizable to a 5-year old, you’re probably doing it right. Cincinnati-based identity designer Adam Ladd – along with his young daughter – put together this colourful analysis of popular North American brands. Who needs focus groups? Enjoy.