Brand Identity

Learn with practical exercises and world-class examples, how to communicate a brand idea through its identity. A creative and inspirational course revealing how the outward expression of the brand conveys a unique set of qualities to its audience. You will discover how each element of the identity contributes to the brands perception: name, strapline, logo, mascots, colour, typography and aesthetics.

You will gain an understanding of how the careful selection, design and application of brand identity elements contribute to build a distinctive and authentic brand. You will learn how the successful combination of these facets projects a powerful image that conveys the visual manifestation of the business strategy.

The organisation will gain an insight of the benefits of design and creativity to build a valuable and legally protectable asset for their brand or brands.
The delegate will bring back new ideas to build equity in your brand and communicate your business strategy visually with a strong identity.

This introductory course is designed for people interested in branding and the effective communication of the brand. The attendees will ideally have the responsibility to manage and instigate brand identity communications.

• Brand Identity Planning:
  The creative brief: clarification, research, inspirational exercises, establishing the personality.
  Brand architecture: How a company organises and names its brands and their relationship to each other.
• Brand Identity Elements:
  Brand name: classification, techniques, legal, key attributes.
  Straplines: benefits, key attributes.
  Logo: historical context, key attributes, do’s and don’ts.
  Mascots: benefits, do’s and don’ts.
  Colour: psychology, cultural associations.
  Typography: history, classification, do’s and don’ts.
  Aesthetics: look and feel.
• Brand Implementation:
  Brand book.
  Brand guidelines.
  Brand Artwork and Reproduction.
• Brand Protection:
  Intellectual property and benefits.
  

• The course delivery style and methods include:
• Interactivity.
• Practical exercises.
• World-class examples.
• Group work.
• Creativity, inspiration and ideas.