I talk a lot about cohesive brand voice or cohesive visual voice across all touch points of a campaign. Many times I think I’m getting through to a client, and I’m not, so I end up looking up examples to show them. I usually track down digital and print components, static images, and PDF’s, then try and get them to wrap their head around how it also applies to video, motion graphics, audio, and all the other little bits and pieces that go into a full blown OMNI channel campaign. Sometimes it works, and sometimes it doesn’t. Today I found a great example that I think will help in the future.
The video below from DixonBaxi shows the campaign they have created to support Eurosport’s coverage of the Olympics for the next eight years. This is a huge project with hundreds of touchpoints that people will engage with. All of them need to have a look and feel that resonates the same way. From the editing of video all the way down to the static graphical content in print items. As you watch the video you will begin to see a very specific cadence that takes place in the way the clips are cut together. There is the establishment of a color pallet that gets picked up and used through out the campaign as well. About 15 seconds in they begin to hint at the graphics and animation, and then they roll out each component of the entire system showing how and where it will be used. From bus stop signs to tablet interfaces and everything in between. If you want to get a more in depth look, or just browse through the system at your own pace, they have it broken down on a really well-designed web page for you.
Most people think of branding as a logo. And most people think of a logo as visual identity. A logo is one component of your visual identity system which makes up one part of your brand. A great example of this is Weiden and Kennedy Sao Paulo new visual identity which is shown in the video below. They break down the inspiration for the logo design and then show how it is translated across a series of touch points as part of a larger identity system. No this doesn’t establish their branding. Branding is much larger than just a logo, visual identity system or editorial voice. Branding encompasses everything that establishes a relationship with a product, company, or service. The example in the video is one hell of an awesome logo and identity system though.
We see them everyday. They are impossible to avoid, and yet most of us rarely think of them. I’m talking about automotive logos. The badge that is on the front and rear of almost every single piece of rolling stock in the world.
Those logos are not just the visual symbol of the manufacturer, they are the brand that represents what you think of in terms of quality, luxury, economy, fit and finish.
The infographic below from Car Dealer Review shows how various automotive logos have evolved over time. Some subtlety, others radically. Some of the more interesting examples are the older and smaller brands like Fiat, or Aston Martin.