Deck 11: Branding and Visual Identity

Question 1

What is brand strategy?

Answer 1

Answers will vary but may include the following:
Brand strategy is the core tactical underpinning of branding, uniting all planning for every visual and written brand expression.
The brand strategy is how you are conceiving, creating, and positioning a brand in the marketplace to achieve differentiation, relevance, engagement, and resonance.

Question 2

What is the difference between a functional and an emotional benefit?

Answer 2

A functional benefit is a practical benefit. An emotional benefit is an intangible benefit.

Question 3

As a compositional unit, a logo must be independent, able to stand on its own . What kind of form can a logo take?

Answer 3

A logo's form can:
Be a self-contained closed unit
Break the unit
Be a free-form unit

Question 4

What is branding and what might a branding program encompass?

Question 5

What is a logo and what does it do for a brand or entity?

Question 6

What is a visual identity?

Question 7

What is the purpose of branding?

Question 8

Omnimedia (or integrated) branding programs encompass different touchpoints with an audience. Name one main concern when generating concepts and designing an omnimedia branding program?

Question 9

What are the goals of a visual identity design?

Question 10

Which of the following factors aid coherence across a brand identity? Select all that apply.

A) Strategy
B) Look and feel
C) Using very different typeface(s) for each solution media channel
D) Establishing and maintaining an omnimedia color palette
E) Changing shapes and forms to make each piece unrelated to the other
F) Varying the logo to match the solution