Today we started by discussing the different aspects of a brand, which could include a:
Some of these aspects are of course vital to a brand, like an audience, and a product. Other things like history and reputation depend on how long your brand has existed, and other things like a tagline may or may not be totally necessary to what your brand sells. We considered how this paradigm for a brand my specifically look for us upon graduating.
Product – Labour (animation skills)
Our image – Showreel, website, social media, exhibitions
History/reputation – BA in animation from NUA, Collaboration, motivation
Audience/customer – Employer, client, financial backer
Our image encompasses other things like perhaps a logo, colour palette, and icons, that would be incorporated into the different platforms we use, like a logo before/after our showreel.
We also talked about important branding is in today’s world, which is proven by the amount that companies will invest in creating and retaining an image, the larger of which will pour billions into researching their market and creating what they perceive as the best possible image to entice them. The Olympics brand team, for example, went to great lengths to protect their image from McDonalds, who tried to encroach on this by raising their logo into view of cameras within an Olympic stadium. The crane raising the logo was promptly broken by the brand team, to prevent this from happening. The team, of course, most definitely had enough money to cover the cost of such an act.
Apple’s brand bible is another example of how important their image is to the company, with strict guidelines for companies who are approved to sell/repair Apple products to stick to when advertising anything regarding Apple. Other companies most have a similar level of rigidity for similar circumstances, such as the Adobe brand, which must stay consistent across many differing products.
We looked at colour theory and history in a little more detail, following from last weeks look at how hardware company colours, and their targeted audience. We noted how before colours were manufactured, many hues were premium, such as purple, and would only be used by people who could afford it. Despite how easily colours like this have become available nowadays, that same premium aspect has carried through the centuries, and the same goes for colours like blue, and black.
Post-World War 2, and most notably during the 60s, freedom of expression was greatly explored, including a boom in the use of colour on just about everything. We’ve quelled that usage today, but the colour boom has impacted how we perceive colours. Using colours so freely has created an association with being manufactured, and products now that contain pale, “natural”, greens and browns, are perceived as having some association with the environment, and tend to insinuate a product as being friendlier for the environment.
The usage of pink as a “girls’ colour”, and similarly blue for boys, is a recent phenomenon, brought on by advertising campaigns. Gender specific clothing also came about for similar reasons. Prior the industrial boom, boys would be dressed in pink dresses, and this would have been entirely normal, although such clothing was only affordable for those who could afford it, and the poor would live a life probably devoid of colour.
For homework this week, we had to search for graduate website/portfolios, which is a little harder than I thought it might be. I was expecting for there to be at least some kind of hub where people could post their portfolios/websites, and others could search for their required skill, and browse the portfolios that come under their selection. A few sites come close:
Maybe there are places like I described, but I had a hard time finding anything close to that description.