The first task for this workshop was to collate some likes and dislikes of branding examples.
The John Lewis Christmas commercial has been a continuous hit in recent years. I think its due to the core understanding of how we enjoy the holiday, they get it so on point. Its totally relatable and likeable. This year's in particular is excellent I think. Concept is perfect for me.
Nike's logo is so successful because of its simplicity and global appeal. It's like the chicken and the egg, I'm not sure which is established first, but its lack of the word "Nike", the fact that it's one continuous blocked shape, it's incredibly effective at being spotted and recognised from just a swoosh.
Gap had a ridiculous big-money brand revamp, stirring a lot of hype, causing eager anticipation of the change from the bland longstanding logo. Only for it to be revealed as Helvetica with a blue square. They changed back after like a month, it was bizarre. Both are horrible, the stretched out font is really bad.
Whilst IKEA are renowned for their unique mass production of decent quality DIY everything, their logo is quite poor and certainly doesn't reflect on the clean, simple and current products they have to offer. The Swedish colourway is predictable, the typeface is fat and squished, which I find strange considering their well executed use of Verdana (previously Futura) for their campaigns and pretty much everything else too actually. The logo I don't like though.
Anyway, this has been useful in terms of thinking through what makes for a good piece of branding. Is it simply the aesthetics that matter? Its relation and reflection of the brand itself and what it stands for? The concept behind the brand's philosophy and how that is represented?
Note: The Pentagram have designed some absolute beauties. I want their book.
