CCT204H5 Lecture Notes - Lecture 5: Starbucks, Tim Hortons, Typography
21 Jun 2018
School
Department
Course
Professor
CCT204H5F - DESIGN THINKING I (SUMMER 2018)
University of Toronto Mississauga | Sheridan College
Professor Ann Donor
Presented by John Spicer
LECTURE NOTES
Notes by Jonathan Ho
Week 3 Lecture 5: Importance of Brand/Logo (May 23, 2018)
What is a brand? Are logos brands?
Logos represent brands in the same way flags represent countries.
●Brands are defined by ideas. They're really about how you've made people think about you
(personal/business identity/perception).
●There are many things that go into a brand:
○Promotion, public relations, advertising, visual identity, people, verbal identity,
products, events etc.
Why is a brand important?
●Helps to add a perceived value proposition
○ie. Starbucks Coffee (it's coffee but with Starbucks, you try to create a more
premium experience)
○ie. Tim Hortons Products (it may/may not be the same coffee but it helps to perceive
a cheaper experience
● Brand positioning builds on strengths, equities and unique needs
○What does the brand stand for
○Distinctive characteristics to make the brand unique
○Things to help support the brand (ie. stakeholders)
○Audience and their needs
Parts of a Brand:
●Verbally
○Names
○Taglines
○Identity voices
●Visual
○Logo and key colour
○Visual identity system (look and feel)
■Colour palette
■Typography
■Secondary graphic elements
■Imagery (photography, videography)
■Layout Style
You want to build a visual environment that is consistent (ie. credit cards, mobile apps, place of
business etc.)
ie. TD Bank is green
Document Summary
Week 3 lecture 5: importance of brand/logo (may 23, 2018) Logos represent brands in the same way flags represent countries. They"re really about how you"ve made people think about you (personal/business identity/perception). There are many things that go into a brand: Promotion, public relations, advertising, visual identity , people, verbal identity, products, events etc. Helps to add a perceived value proposition. Ie. starbucks coffee (it"s coffee but with starbucks, you try to create a more premium experience) Ie. tim hortons products (it may/may not be the same coffee but it helps to perceive a cheaper experience. Brand positioning builds on strengths, equities and unique needs. Distinctive characteristics to make the brand unique. Things to help support the brand (ie. stakeholders) You want to build a visual environment that is consistent (ie. credit cards, mobile apps, place of business etc. ) ie. td bank is green.
