DESIGN CONTEXT 2011 by martyn woolley

This is by no means the finished artifact, itâ&#x20AC;&#x2122;s a mock up, a draft, a bunch of blurbs and ideas that have come out of my head (and the internet and a couple of books).

DESIGN CONTEXT Personally I find looking at billboards and advertsing more offensive than a naughty kid’s creative outlet in the form of a ‘tag’ on a wall in the city. The fact is the companyies who advertse through billboards and and mass advertising have money and money = power, they are telling me to buy a product or listen to a certain genre of music or buy into their latest insurance schemes. They are not asking me if I would like it or if you can’t find the one you want then get this, as where a tag in a city is a complete personal expression...... Surely this would connect on a human level a little bit more than a billboard carrying a completely made up message? It has got to the point where a piece of graffiti is more likely to connect with people or grab there attention than a billboard or mass advertsing campaign will. Many people believe advertsing is dead, but i would rather like to think it’s just the way it’s done is dead. More and more products, services, company are trying to connect with their viewers/audience through digital SOCIAL networking means, such as twitter or facebook or create interactive ad campaings through youtube etc. This makes the audience feel as if there a part of the brand rather than buying into. They’re part of the advertsing campign, they’re part of the brands identity, they’re part of the brand strategy. Which in turn makes them feel important. Within this book I want to try and see where branding, identity and advertsing is going. Will it get to the point where you can recognise something without labels or logos like a artist’s creative oput or will revert back to labeling every lifeless product you csn like Mugi or Ikea?

Things that I would like to look at are; The Era of billboards and enormous ad campaigns T-mobile adverts - customer interaction within brand advertsing. ( also look at brass & schwartz) and other customer interaction ads.ww OBEY - Minimal advertsing and maximum street cred. Good and Bad Identities An Identity should not be picked from a catalouge. You are unique so why aint your logo? Nike - My favorite brand.

Bibliography -The origin of brands: how product evolution creates endless possibilities for new brands -The 22 immutable laws of branding: how to build a product or service into a world-class brand

Question About Branding and identity put to those who do it. -What is branding to you? and what are the differences between an identity and a brand? -Do you think that a brand message is less important than they were? -How has the medium of social networking changed advertising a brand & do you think it still needs to be supported by original advertising methods? -Is creating a brand about telling people what they want or is it about making them become more involved with the brand so the customer is contantly interacting with the brand? -Are Brands becoming more personal trying to create less of a barrier between consumer and provider? -How do you go about creating an identity for a brand? -Where do you see branding & Identity going in the next 10 years?

WOLFF OLINS.

THE WORLD’S GOT A VIRUS.

A prime example of letting the consumer interact with a brand creating a succefusl/brand consumer relationship. Much cheaper than tv advertising and much more graceful than slapping your logo/product over everything possible.

On March 5, Unilever-owned Lynx put signs on the ground at Victoria railway station telling travellers to look up to a giant video screen. On the digital billboard, they’d see the famous “Excite Angels” literally falling to earth right next to them (note: it’s amazing how many people actually try and hump the angel). Brilliant use of augmented reality. Number of views: 307,686

http://realbusiness.co.uk/news/the_five_best_viral_ads_of_2011

THE WORLDâ&#x20AC;&#x2122;S GOT A VIRUS.

A great example of how humour can play a part in creating brand awarness or promoting a new product. Yes itâ&#x20AC;&#x2122;s tasteful and yes its not rude but i still love it and felt attached to the little darth from the moment I saw him.

Created by ad agency Deutsch for the Superbowl, this clip features a pint-sized Darth Vader who uses the Force when he discovers the all-new 2012 Passat in the driveway. The score brought back fond memories for the Real Business team (The Imperial March by John Williams, in case you were wondering). Number of views: 34.9 million

http://realbusiness.co.uk/news/the_five_best_viral_ads_of_2011

“MARKETING IS ABOUT VALUES”

Steve Jobs.

WOLFF OLINS. Across the developed world, consumers are becoming active, even activists, and brands their platform. It’s a less emotional, more practical relationship – people don’t love eBay, though they love what it allows them to do.

Since 1989, the Obey street art campaign has become an important urban phenomenon, subconsciously touching those well aware of their environment. Through the vision of Shepard Fairey, Obey has evolved into one of the most controversial yet influential symbols of the 21st century. Derived from Andre the Giant, a pop-culture athlete in the eighties, the Obey icon has been bombed in developed and rural cities around the world. Its ambiguous idea immediately sparks philosophical discussion and ultimately motivates the inner-person through active participation. With the help of Mike Ternosky and Erin Wignall, Obey Clothing continues to spread Shepard Fairey’s message through Men’s and Women’s sportswear fashion and one-of-a-kind accessories. Every Obey Clothing designed piece is cleverly thought out, attracting people of all genres and ages, reminding them of the days when “style” was a one syllable word. Men’s and Women’s Obey T’s, sweats, knits, Obey denim, belts, wallets and military inspired jackets and caps are all examples of what we are known for. Season after season, Obey Clothing has progressed into a brand that holds a huge amount of content and depth. To find a Men’s or Women’s store where you can buy Obey Clothing, click on the UK Stockists section on the menu bar. The Obey campaign can be explained as an experiment in Phenomenology. The first aim of Phenomenology is to reawaken a sense of wonder about one’s environment. The Obey campaign attempts to stimulate curiosity and bring people to question both the campaign and their relationship with their surroundings. Because people are not used to seeing advertisements or propaganda for which the motive is not obvious, frequent and novel encounters with Obey propaganda provoke thought and possible frustration, never the less revitalizing the viewer’s perception and attention to detail.

OBEY

OBEY NOW MAKE CLOTHING AND SELL IT YOU KNOW LIKE A BUSINESS.

Nike; The Swoosh. Another name for a logo is a trademark or signature (Ryan 393). For Nike, the swoosh has become just that- a signature. With or without the word Nike underneath it, the general population can see the swoosh and visualize Nike. Regardless of the resemblance to ancient gods or to a check of excellence, the aerodynamic nature of the logo has played to the marketing and business success of the brand. However, the success of the swoosh as a visually rhetorical element takes a different angle. The rhetorical representation of the logo must communicate within one single image everything the organization wants the public to know about them. The logo is the heart of an organizations identity. It will show up on all products and publicity materials and must become synonymous with the organizations actual name. Besides the above stated requirements of effective branding, a logo must go one step further in order to be persuasive visually.

http://en.wikibooks.org/wiki/Visual_Rhetoric/The_Rhetoric_of_Brand_Identity:_Nike

NIKE, SELLING A LIFESTYLE NOT A PRODUCT.

Nike Ads from 96â&#x20AC;&#x2122;

If you have a body, you are an athlete*

to bring inspiration and innovation to every athlete* in the world.

“It’s not a single product model, nor a single manager, nor one ad, nor a single celebrity, not even a single innovation that is key to Nike. It is the people of Nike, and their unique and creative way of working together.”

– Phil Knight, Chairman of the Board, Co-Founder of Nike

Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.

To refresh the world... To inspire moments of optimism and happiness... To create value and make a difference.

HOLIDAYS ARE COMIN’HOLIDAYS ARE COMIN’HOLIDAYS ARE COMIN’

OMG, COKE MAKES ME SO HAPPY!

BEFORE A MATCH I LOVE TO DOWN A COLD CAN OF COKE, IT MAKES ME SCORE GOALS.

IT DON’T THOUGH DOES IT?

IT AINT JUST COKE....

There was an awful amount of attention brought to this ‘brand’ through the clever use of an identity. I would say it’s completely different from previous attempts and a bit too much for people to handle, but guess what? Now they’ve got used to it there not bothered any more which means Wolff Ollins have opened up the door to us, to make identitys how we want them to be not the boring safe stuff clients usual go for. Its been so sucessful that you could say that its not the olympics anymore it just LONDON 2012.

This another prime exmaple of allowing the customer/veiwer to be a part of the brand encouriging people to get invloved...... or is it just we have a small(ish) budget and itâ&#x20AC;&#x2122;s cheap getting you invloved cause youâ&#x20AC;&#x2122;ll do it for free right?

The new design, which cost £400,000, has received a mixed response, but Lord Coe was adamant it put across the image and message that he wanted the London Games to deliver to the world. “It’s not a logo, it’s a brand that will take us forward for the next five years,” Seb Coe. Seems Lord Coe is more design and marketing educated than I first thought? Or is it just Wolff Ollins using a puppet?

Some of my favorite feedback on the London 2012 ‘Logo’. Comment by motorcycleman63 (U14607965) posted Sep 10, 2010 Although i understand that designing a logo that is representational and impact provoking is very difficult, this proposed logo is very bland and unimaginative. I have designed one logo that could be used for the sailing, and i would be happy to design a few logos that maybe, in my opinion, would be more acceptable. I just hope that more imagination goes in to the opening and closing ceremonies, thanks for reading, C.J.

YOUR A MORON, YOU HAVE NO UNDERSTANDING OF THE LOGO, I HAVE NEVER SEEN A LOGO THAT CAN BE MANIPULATED IN SO MANY WAYS & YET STILL CREATE SUCH A STRONG VISUAL CONSISTANCY. YOU’VE DESIGNED A LOGO FOR THE SAILING.... WELL DONE, ONLY ANOTHER 33 EVENTS TO GO AND GOOD LUCK MAKING THEM ALL INSTANTLY RECONISEABLE & VISUALY CONSISTANT.