the power of symbols
colin omosebi final major project
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Content..............3-5
Idea generation............6-7
C o n t e x t . . . . . . . . . . . . . . 8 - 11
E v a l u a t i o n . . . . . . . . . . . . . .12 - 13
A c t i o n p l a n . . . . . . . . . . . . . .14
B i b l i o g r a p h y . . . . . . . . . . . . . .15
Content
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What are symbols? Symbols are a visual language in their own right that allow messages to be conveyed in a simple and effective manner, in terms of branding symbols provide a way to represent an entire identity in one image allowing the consumer to easily identify the brand and relate to it.
how are we influenced by symbols?, do we have emotional attachments to them? when symbols are combined with other elements such as photography and type their meanings can be further amplified, Brands also use these elements to form emotional attachments with their audiences, the aim is to try and engage the user through as many of their senses as possible, often rising above the convention of visual methods etc. touch, smell...
Coke cola: Guerrilla marketing (when people lean against the advertisement it sticks to their clothing, ultimately causing them to look at the advert)
Content
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The good
I believe that Branding is a powerful tool as it has the power to identify, control and organise. The reason i decided to study graphic design/visual communication was that i was interested in the way signs and symbols can form a universal language that can communicate messages to people around the world, a logo/brand mark can be just an image but it can hold an identity, reputation and values.
The bad
Branding can indeed be a force for evil and can lead to many moral issues e.g. should i design for a cigarette or payday loan company? brands tells us what we like and how to think ,It doesn’t promote individualism as it seeks to make everybody conform to a certain style, product or image. It can sell or market things to us that are harmful and can represent some of the most terrible sides of mankind e.g.don’t terror groups and cults need branding too?
what makes Wolf olins , Pentagram, Saatchi & Saatchi, Interbrand some of the best at what they do? is it because they are just great creatives ? or is it because they know how to manipulate the public in to thinking that “this” is what you want?
Content
How important are symbols in our culture? and what are the most influential Brand symbols currently?
Pentagram are have been and are still currently one of the leaders when it comes to creating memeroble brand marks from car companies to banks, Pentagram have updated idenities for some of the biggest and most recognisable Brands such as Citi bank.
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Idea Generation
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Emotional branding Semiotics
Brand marks
Consumerism
Universal language Symbols Communication
Brand power subvertising (subvert)
Cult (following)
Pictogram
Idea Generation
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Christopher Pearson www.christopherpearson.com
I had the chance to talk to designier Chris Pearson at an industry event at university and i began discussing the subject of my major project, In which chris recomeanded that i should focus at improving in one area of my design and hone my skills using tutorials and resources such as lynda .com. chris had delved into different field of design during his career and he suggested that if i was intersested in branding and animation that i should have a look at creating idents, which ihe explained were short films of animation that are created with the purpose of expressing an identity or conveying a brand message. one of chris’s motion pieces for cartoon network
Context
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Design Role
Audience
Format
Message
Context
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Design Role
Art director I will be collecting and organising content from various source including myself. Anthropologist I will be talking to and studying various people to get their insights on my project. Collaborator i will look to work with other people with skilsl i dont possess Analyst I will analyze my findings and use them to develop an approriate outcome.
Audience
Consumers of lifestyle brands Consumers are the ones most likey to be influenced by advertisments in the media they already have the complusion to buy. Socially conscious Individuals they are interested in ongoing trends and issues and are likely to have strong opinons Media observers they are constanly watching and aware of subjects that many people may not be. they are always looking for the “new thing� to socialise about.
Context
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Message
1.Branding can be a force for good as well as evil in the way it impacts society 2. Symbols can become more powerful/influential as they are used across different mediums etc.moving image, digital.. 3. Symbols are a small yet powerful aspect of an identity, which is made up of so much more etc. values, imagery.
Babbar Khals- militant organization logo
Mind - mental health charity logo
Context
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Format
Book Interactive PDF A Brand Body of research Moving image Emotionally connecting Brands and people through short film (Idents)
DCM (Digital Cinema Media)
Ident: Laughter
Ident: Suspense
Evaluation/ overview
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Channel 4’s recent “Born Risky” campaign (2014) is an attempt to reiterate the perception that channel 4 is cutting edge and innovate in terms of their programming, recent show assosiated with this movement include, a show about the life of strippers, recent political news surrounding gay rights, medical innovation documentaries among others. i think this visual reprentation (Ident) of Channel 4’s identity is quite successful especially at attracting a younger(18+) audience with their new provocative programming. I want to in turn create my own idents for a brand that can emotinally connect to its audience
Ident: C4 Born Risky
Evaluation
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Similar to the work of channel 4 and DCM among other media companies, I want to get involved in the world of digital branding as i feel that the most effective ways to reach audience currently is to have an idenity and message that works effectively amongst all platform wether that may be a poster(print), an app (digital) or even guerrilla advertising(interaction). To move this project forward i am goining to countinue to learn how to effectively use 3D and animation software such as Cinema 4D so that by the end of the project i will have the skills to create a strong final outcome.
Action Plan
Action Plan
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March
April
May Final Outcome/s and Research Pdf
Storyboarding
Audience Feedback
Video/animation
(testing)
Practise review Into Idents (short film)
Interviews/Surveys on brand power Prototype 1
Editing footage
Prototype 2
for Possible outcome
Continue to Learn
Continue to Learn
peer/tutor Feedback
Filming footage
peer/tutor Feedback
Cinema 4D
Adobe After effects
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for Possible
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outcome
Start of project
Momentum exhibition at the Barbican Centre (open from 13 February 2014 to 1 June 2014)
Technical tasks Research tasks
Bibliography
Books Airey.D, 2009. Logo Design Love: A Guide to Creating Iconic Brand Identities. 1 Edition. New Riders. Beifuss.A, 2013. Branding Terror: The Logotypes and Iconography of Insurgent Groups and Terrorist Organizations. Edition. Merrell Publishers. Crow.D, 2003. Visible Signs: An Introduction to Semiotics. Edition. AVA Publishing. Gobe.M, 2001. Emotional Branding: The New Paradigm for Connecting Brands to People. 1st Edition. Allworth Press. Tomaselli.K, 1999. Appropriating Images: The Semiotics of Visual Representation (Intervention Press). Edition. Left Coast Press, Inc.. Klein.N, 2000. No Space No Choice No Jobs No Logo. Edition. Flamingo. Lucas.G, 2011. Guerrilla Advertising 2: More Unconventional Brand Communications. Edition. Laurence King Publishing.
Web Design council, 2012 ,http://www.designcouncil.org.uk/news-opinion/power-branding, date accessed: 24/02/14 Guerrini .S, 2010, http://www.sebastianguerrini.com/features/the-power-of-symbols/, date accessed: 22/02/14
Images http://inventoryofeverything.files.wordpress.com/2013/04/branding-terror3.jpg http://idents.tv/blog/ http://www.dcm.co.uk/plan-your-campaign/case-study/dcm-idents https://www.adbusters.org/
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