Brand Architecture is a system that organizes brands, products and services to help an audience access and relate to a brand. In this post, we cover the three most common types of brand architecture, and how they differ in terms of risk and reputation management.
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Research into color theory can benefit many projects, from establishing a brand’s identity, to creating a theme for a brochure, or choosing the look of a button on a website.
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ComSonics, Inc. needed to update their brand identity to reflect their historic and multi-faceted brand. ComSonics’ new logo and look embraces the present and the future, but also honors the past.
Read more of ComSonics Logo and Brand IdentityMany executives and business owners don’t think of their brands as having a personality. But all successful brands possess both human characteristics and emotional differentiators. For instance, Apple is cool and knowledgeable. Volvos are safe and reli …
Read more of Is Brand Personality Important?OK, it’s time to talk about the big blog post goose egg I laid a few years ago. When Starbucks came out with its newer, sleeker brand identity, I kicked up quite the fuss. Oh, I was all indignant and full of opinions, wasn’t I! “[Starbucks’] recent re …
Read more of Open Letter to Starbucks, Pt. 2 …finallyWhen developing brand standards, sometimes font choice becomes an afterthought. It doesn’t matter that much anyway, right? As long as it looks interesting and people can read it? Wrong. There are many things to consider when choosing the font for your …
Read more of Not All Fonts are Created EqualIf you’re a branding nerd like me, Las Vegas is almost too much. Every brand – from hotels to restaurants to products – are trying their hardest to break through the static and make their mark. And, believe me, there’s a lot of static. Just look at …
Read more of My 2012 Top Vegas Brand!Gravity Group’s Creative Director, Christian Perritt, recently presented “Branding for Nonprofits” as part of the Nonprofit Institute’s Lunch and Learn series at James Madison University. He explained the difference between brand and brand identity and …
Read more of Branding for NonprofitsGravity Group selected NewBridges Immigrant Resource Center as the winner of its 2011 Brand Challenge earlier this year. Since then, we’ve had the pleasure of working with NewBridges to develop a fresh brand identity – including a logo and tagline – as …
Read more of 2011 Brand Challenge ResultsI recently attended a “branding session” where I, along with other participants, was asked by a consultant to “brainstorm a brand”. This was surprising to me on two levels. First, the consultant in question was billed as a branding expert. Second, w …
Read more of Confusing Brand with Brand Identity