Brand Manifestation: How the visual elements change for different branding personalities.

Abstract

We could see that the colors, shapes and typography are the building blocks of a logo and each of them has a significant role to make the intended emotional, semantical and syntactical impact on the audience. The colors can work on us with their universal and cultural associations what they can evoke. Sometimes it can be explicit like a blue drop in a cleaning product`s logo or more implicit like the red in a newspaper logo. Due to the associations and emotions what they can evoke and how these are characteristic for certain industries it was discussed as well that some colors are more typical in certain industries like blue in the technology sector. The shapes from their nature are (more) tangible and their associative and emotional impact on us can work on us consciously or unconsciously. These shapes can be more exact and precise geometrical shapes, more rough and loose organic shapes, or more abstract or expressive symbolical shapes. In Logos these can work on the more underlying message of a brand character like masculinity or femininity or can become the most recognizable part of a brand like the chirping bird of Twitter. The typefaces went through and evolution since there first appearance and this evolution unknowingly takes part in the perception of the words they build up. Like and old-type face or serif letter will be more likely suitable for a brand which wants to express their connection to tradition and customs. The different strokes, contrasts, serif types, positioning i.e. the characteristics of the letters add up in the end who will we perceive those words. In a logo these typefaces have a bigger freedom compared to the written text in a book and can be as unique as a display typeface and different characteristics of brand and the product could be expressed with it. These visual elements in the end manifest the brand logo itself and play a significant role in the brand personality. Although there are no clear-cut rules for the usage of the graphic elements in the logos of the different brand personalities. But we could see that for some of these branding styles there are some characteristics which are more likely to be choosen (even though the samples for each types wasn`t broad). These connection have different grounds. The main cause for this could lay in the specifics of a good logo. Based on this review we could say that a good logo should be memorable, relevant, distinctive and simple. Making connection to the product, expressing the brand character and the desired traits for the certain industry,product type and target audience, can help to make most of these happen. And to have an in-dept knowledge about the different branding archetypes can make a designer more conscious and skillful in their work.