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What are the important features in an effective brand identity and advertising? Discuss through at least 4 examples, which in your opinion succeed or fail The question I have chosen explores the basic and most important aspects of branding that will ensure the product or idea succeeds in sales or a spread in awareness for a cause. During the essay I will be breaking down the successes and failures of 4 different branding campaigns, two, which I believe succeed in their goal and one that I believed failed, and one that has used a different strategy in branding their product. I will also be analyzing key points, which must be in a successful branding campaign. The dictionary definition of brand identity is “A brand is the identity of a specific product, service, or business. A brand can take many forms, including a name, sign, symbol, color combination or symbol.” From this I understand that I must analyze not only the visual effect of the logo and branding but also its slogans and other tools they use to make their product stand out. I will also be looking at how logos and brandings of the 4 brands has changed and developed over time and also if In Hein sight there changes were successful or not, and lastly if I would have done anything different to what they have done at each stage of its development. The four companies I have chosen to analyze are  Coca Cola – I believe is a strong success with its branding.  Apple – I believe this is also another strong successfully branded company.  Xerox – I believe that this badly branded company that has suffered due to poor branding.  Go compare – Is a brand that has used an alternate method to brand its self. Key points for a strong branding Logo – Logo is the shortened word for version of logotype; It is usually the name of the business designed specifically for the company. It is always unique as to keep it memorable. Colors should be vibrant and stand out also compliment and work well together. Example – IBM logo (logotype)

The logo works as it has a clear typeface with a simple design as it has so few letters. Symbol – is usually a graphic that’s represents the company but is never the company name. it should be 100% synonymous to the company that makes a link to the product in your head. The logo should be designed so the colors work well to complement the graphic and is able to be added to any surface and look well with very few adjustments needed.


Example – Apple logo (symbol)

This symbol is synonymous with apple so it works. It also works as it has a modern style to it.

The logo can also be simplified and still be easily recognized and be placed on any of their products and work well. Typeface – also known as font family is a set of characters that share a common design features. When placed in advertising campaign tools such as posters the typeface should be clear and readable to allow the audience to read it easily to not make them frustrated with finding it difficult to read. But the text should also be interesting to catch attention. Example

These are both good examples of type that work well as well as being both clear and appealing to read.


Commercials- is an advertisement aimed at a mass market with a wide range of audiences. It generally refers to adverts on T.V but could also be used in any other forms such as newspaper, or magazines, or the radio, or even on a banner on the back of a plane or many more types of mediums. But in any of the mediums the main things they need is the logo (either the symbol or the logotype) an image of the product or products, an info section or logo. But to put your product more unique your advert should also be “unique” or “ random which on television which has the widest range of audience can be very useful, especially if they are catchy and stick in your head. Example –

The Cadburys adverts took the world by storm with their unique adverts that used a humorous approach to there adverts which had very little to do with there product and gave their company name, logo and slogan very little air time but kept the viewer glued to the screen until they knew what the avert was for, but then linked them to Cadburys straight away. Their two most iconic adverts were the drumming gorilla and the two children wriggling their eyebrows to a beat. Posters – is a large printed picture, notice, or advertisement displayed in a public place. It is also a vital advertising tool that is placed in various places such as roadside billboards, bus tops and on the sides of vehicles. This is useful as people waiting at the bus stop, waiting in a traffic jam or just walking can see your brand or product being advertised which can gain new interest from new customers. For the most part they usually have the company logo (logotype or symbol) a catchy slogan and the image of the product.

These are both propaganda campaigns that are still very popular due to there simple and to the point nature and unique style.


Analysis of each company Coca cola Logo colors work well good sense of contrast. Type face not very clear but synonymous to the company making clarity rendered mute. Created red suit Santa which replace original green suit. There is a long history of logo for Coca-Cola, beginning from 1886. Contrary to popular beliefs, CocaCola’s first logo was not the script logo we see today, but appeared instead as a dull-looking black font spelling out its name. It was only after that year that Coca-Cola began to use its famous Spencerian script which we are can recognize at first instance. Over the next century, there were many variations of its logos. All the logos retain its script except the one in 1985.

Coca cola has the most successful branding in my opinion in history as its type face alone is instantly associated with the company which in is why I believe puts it apart from all other drinks companies. Starting off with coca colas logo, contrary to common belief the coco cola logo wasn’t the current type face logo it is today, it originally started as a dull black font spelling its name in 1886, it was a year later that it took on the famous spencerian script that is instantly associated with the company, but it has had many variations over the years to bring it into what it is now.

the original logo was very simple and dull, and had no good points to it and the branding team was smart to change it as it had a basic color scheme and type face.

Cadburys Colors work well together and have become synonymous with the company. Clear type face. Adverts made slogan and company better remembered logo and slogan fuse well together and the logo links to the product. Go compare Company colors not bad but not great type face clear but not appealing, but commercial advertising playing on a persons irritability makes the company stick in your head with their product which renders most of the previous points mute. Xerox Company colors good, type face good not memorable company product great, product synonymous with company, commercial advertising near non existent. Overall not well marketed for a company who gave the product its own name.

Conclusion


With advertising it doesn't matter how great the product is if advertising is done right it can make or break a company

Coca Cola There is a long history of logo for Coca-Cola, beginning from 1886. Contrary to popular beliefs, CocaCola’s first logo was not the script logo we see today, but appeared instead as a dull-looking black font spelling out its name. It was only after that year that Coca-Cola began to use its famous Spencerian script which we are can recognize at first instance. Over the next century, there were many variations of its logos. All the logos retain its script except the one in 1985.



 (Current logo)


Xerox The history of Xerox’s logo began in 1937 when the company was known as Haloid Company. The name was replaced in 1961, following a highly acclaimed copier they developed, the Haloid Xerox 914. Since then, the ‘Xerox’ typeface became the only feature of the logo until 2008. This time, they put in a red ball-like symbol with the white letter ‘X’ painted on it, something that might allow people to recognize the company better.


 (Current logo)


Research


Apple The first Apple logo was created in 1976, where it features the famous scene of how Sir Issac Newton discovered gravity – sitting beneath an apple tree. In the same year, the logo was switched to one of a shape of an apple with rainbow stripes. It was then further simplified into a silhouetted apple image consisting of only black. Since the year 2000, the apple logo has been recognized as a monochrome apple.

(Current logo)

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