“Brand evolution - ideas and strategies of companies: Mammut, The North Face, Patagonia and Peak Performance”

Abstract

This dissertation examines the ideas and mechanisms behind the creation of a visual identity of the four famous sports gear companies of my choice. By examining this very complex process, it became clear that a brand’s identity should be a vital part of its personality. Identity is often associated with the image and voice of a brand, like a company’s logos, colour choices, social media posts, and blogs. But a brand personality, is much more emotional. During this study I clarify the meaning of iconography, colours and fonts in logo design for each brand using Erwin Panofsky’s method. In a logo, this means that the colours, shapes, and even the fonts need to work together and relate to each other in a harmonious way, while displaying the unique values of the company. Further to my analysis it transpires, that we are affected by font, colour and shape psychology. Our associations with the above different inspirational features trigger powerful ideas and emotions. For companies, this means that choosing the right typography, colour, or symbol in logo design could address the vital aspects in brand personality. As a brand is a story telling to the audience, I went further to discover a fundamental role of emotions in creation of a visual identity. Based on the results of my survey, I was able to redesign the logo as part of my practical component of my diploma. Finally, by looking into the history and evolution for each brand, I learned how a logotype is a reflection of the company’s values and believes. It became obvious at the end of my analysis, that this particular feature plays an enormous role in the success of the brand, as the companies need to be aware of their environmental association.