INTRODUCTION

In today's world, the market requires the business to business and stand out from
other companies. The problem that arises is therefore how to make this distinction
from competitors and maintain its uniqueness. Here is the problem of the brand
identity, which is to confer to a company or firm a real identity from a visual point
of view, a system of images and signs that identifies the market and make it easily
recognizable to consumers.
This is a task that is relegated to the graphics. And 'in fact the graphics that should
translate meanings, models and vision of a company signs and images that
become the true face of the company. The graphic then becomes his identity,
adaptable to the media, to be able to combine versatile, liquid so that it can
successfully cross all new mobile devices; in short, to accompany everything
about the company from the TV commercials to the envelope of the store, and so
on.
The graphic identity of a company is so publicly for all to see, accustomed buyers
to recognize it, establishes relationships with them, and seduces them with their
own messages. Hence, the best way to put on the market today is undoubtedly the
creation of a visual identity.
I chose this theme because this is the world that awaits me at the end of my
academic career. The life of a chart is accompanied by the creation of ever new
corporate identity, identity to be used in leaflets and brochures, graphics to be
declined in posters and other advertising materials. In a market in constant
competition, it is the work of a chart that can give added value to a company
rather than another. In a war made with images, who has the best tools you can
win.
I chose to design the visual identity of my future work as a graphic designer. I
think that approach the problem of self-promotion is a good way to test their skills
and addressing the real issues of the graphic design world.

COMMUNICATION AND IMAGE

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Communication remains today one of the most important means of social

exchange between people. This exchange did not materialize in a mere transfer of
information, but also of ideas, feelings and emotions. Among this information,
much of it related to the goods and services you commonly buy or recommend to
others.
Even companies and businesses have the same problems and communication
needs. Especially after the technological progress of production of goods, is
always seen greater importance the need to reach potential customers,
communicate with them about their products and be able to show why your
company is better than the other.
After the industrial revolution and the emergence of a capitalist economy that puts
its bases on the mass production of objects and products, the consumer society
was born. From this point on, objects lose their value of use and retain only an
exchange value, or image. In so doing, the consumption becomes an activity that
has more and more to do with the communication and the images with the real
function of the products.
The goods begins to assume expressive connotations, it is loaded more and more
of distinctive signals, of diversified identity symbols that go to make up for the
approval of products which are no longer recognizable from each other.
This culture linked to the image is then loaded further from the presentation of
goods on store shelves and as told in advertisements. The consumer becomes
attracted by its signs and its many promising messages, attracted more by the
elements characterizing and communication, than by those closely related to its
performance and real features.
In summary: the consumer, today, more than consuming products, consumes what
products promise through his images. One can therefore say that they are precisely
the images to be consumed.

BRAND, BRAND, LOGO, LOGO

For a better understanding of the topic Brand Identity should start by explaining
the basics of this area. Often hear, especially from non-experts, speaking as a
trademark, brand, logo, brand, branding, without making any distinction.
The brand is on the northern end Brandr, ie burning, and it was the act by which
breeders marchiavano focus their animals just leaving a membership mark on their
skin. Each animal then bore the mark of his master. Philipe Kotler, the famous
marketing guru, gave in 2002 a definition of brand (or brand), that is "a name,
term, sign, symbol, design or combination thereof which is used to identify
products or services of a seller or group of sellers and to differentiate them from
those of their competitors. " A further definition is from "Brand Identikit" by
Gaetano Grizzanti, which instead defines the brand as "conceptual entity,
overseeing the mental territory of an individual, evokes a set of predefined values,
defining the market positioning". This last definition helps to identify the modern
brand as a set of elements that define a brand beyond just graphics, but as a group
of concepts, emotions and feelings that the brand has the ability to stimulate the
customers.
The term brand instead you are talking about one of the graphic representation
that aims to identify the company or product compared to his peers in the market.
The brand summarizes the idea and the concept that a company has - or would
like to give - himself. And 'from this image which is then created and developed
around the brand. So the brand is only part of the brand.
The mark consists of a few basic elements, which are: the name, that is the real
name of the company, firm or sole practitioner; the logo, the set of a pictogram
and a lettering of the name of the company; the colors, that is, the color choices
are established precisely for the communication; and the symbol, an iconic image
is representative of the company in the world, that sometimes - but not always coincides with the same logo.

THE BRANDING

Branding is not only the creation or management of a brand. It is a series of

business strategies to approach the market, and is putting in place a series of
actions with the aim to increase its reputation. Apply a branding strategy, then,
does it mean to sell not only the product, but also the brand that produces it.
Sell the brand so it means selling something intangible, which is the exact
opposite of the sale of a product. Hence the need to touch the consumer on an
emotional and imaginative plan.
To better characterize a brand you resort to the use of brand equity. This can be
translated as the set of all the values that the company uses to differentiate
themselves from others. In practice are concepts or feelings that the company is
attributed to better get into the head of the consumer, influencing how this feels
and perceives its products. For example, the Ferrari brand is perceived in its
consumer concepts such as speed, but also the luxury and excellence. Otherwise,
the Mulino Bianco prefers bind to concepts such as authenticity, trust, old flavors.
The equitiy brand is ultimately the set of meanings, ideas and emotions of which
the company is the bearer.

LIFE OF A BRAND
To be successful, a brand must have some requirements such as: simplicity,
understandability, distinguishability, consistent with the product, ease of
pronunciation, of remembrance and evocation. From the point of view of the
consumer, the brand often allows to recognize the quality of the product because
the purchaser has a brand image that stems from past experiences or is influenced
by other people. The brand helps to identify the products, to facilitate the purchase
of new, and to repeat the purchase.
Then for a manufacturer to affix a brand is an advantage from several points of
view. Lets be remembered more easily, to protect it from imitations or - worse from counterfeits, to regularize the purchase. If the brand becomes a symbol of
quality and is able to offer prestigious promises, extend its scope and going to
operate on other markets with other products.

The brand always favors a higher level of quality because of the feared negative
reactions of a consumer, and fosters innovation (as the manufacturer maintains
progress and stimulates the firm or the company towards improvement.
With the acceptance of the brand, the company helps customers address the
acquisition, reassuring their uncertainties to purchase products they do not know,
and causes them to pay higher prices if successful. In the eyes of the consumer
thus seeks to establish a lasting image of quality, and therefore is a safe purchase
guarantee.

DEFINITION
As already mentioned, a brand must be autonomous, have a unique identity and
unmistakable. This identity is covered by all, messages and behaviors that define
the character of the company. To define the brand is part of its positioning.
Every consumer has in his mind a space reminiscent of the best brand for each
product category. Place yourself in the buyer's head means to highlight the
distinctive features of their own brand than its competitors, so that it is
remembered better and longer than the others.
The identity of the brand has a physical dimension linked to the products it sells; a
dimension related to his personality and character that is expressed through its
communication; a dimension of values, that is, the brand is a precise cultural
universe; a relational dimension, that is, the relationship between customer and
brand; and finally an identification dimension, where the brand is a mirror of its
current buyers. Customers of the brand identify with the characteristics of the
brand itself and form a picture of how they would like to be seen, because of the
brand consumers.
The brand can be understood by its products, from its name, a character that
personifies it, from the place of origin, the type of advertisement or the packaging
used. Its values can be identified by its main product, a name which is often
expressive of intentions, from the character or animal that symbolizes the brand
from logos or emblems graphics.

With communication, the brand creates a history and a cultural environment,

which highlight the positive aspects. In short, the brand is a complex experience,
wide selection of high emotional meanings.

CREATION
The actual creation of the brand starts from further clarify the salient features of
its identity, that is, the vision of the brand (also called vision), namely the image
of a future scenario that the manufacturer pursues (famous that of Microsoft,
which was "a computer on every desk", or that of Walt Disney: "Make the happier
world"); deepen the brand's values, starting with the core values and develop
them; the mission (also called mission) that the company intends to carry on the
market, that is, what are the real actions to realize his vision; the territory in which
it intends to carry out its mission; the specific skills associated with the brand;
products and services that best describe the vision and mission; the style and the
typical language to use, signs and codes that you will find in all the messages and
all the campaigns; and the so-called "reflection", ie the customers to whom the
brand is turning.

CHANGE
The brand is subject to changes necessary to grow over time. He paradoxically
finds himself having to change, grow, to evolve to adapt to new contexts, in order
to maintain its strength on the market. At a time when the brand gets back in the
game, you have to be able to be faithful and consistent with the initial mission. So
the brand has to evolve while maintaining its distinctive features and some
continuity.
The brand's communication, undergoing changes with the times, is the most
subject to change appearance. But to do so that a change of communication does
not become even a change of identity, it is necessary that the brand maintains its
visual or verbal meanings, so that a change of style is not equivalent to a change
of the basic themes.

DECLINE
Because the brand maintains its strength, it is necessary to take two aspects live: a
cognitive and affective aspect. At the beginning of the relationship that is
established with the customer, the customer perceives the brand through its
messages and its differentiation. Over time then they create emotional ties that
make the familiar brand. When the perception of differentiation of the brand
begins to shrink, starts the brand's decline, even if the emotional relationship is
very strong.
To avoid the decline is always necessary to create differentiation, always
innovating the product and reinforcing the strength aspects, investing in
communication and advertising on the brand.
To defend and maintain the brand-customer relationship, companies often adopt
the loyalty programs. A loyal customer spends more in the brand and spread a
positive image.
For proper customer loyalty must be kept to a maximum product defects, and
must be offered the benefits that reward loyalty, translated into discounts or
special attention reserved only to him.

IMAGE COMPANY
(WHAT ARE: brand identity, corporate personality, brand image)
We use the term brand identity to denote the set of all the elements and visual
aspects, graphs and reports that determine the company recognition. All these
shall be to establish a unified and coherent language code, thus giving the
company an established aesthetic profile, recognizable from the outside and then
be stored by the customer. These findings regarding graphics and communication
determine the perception emotional level of a brand by consumers.
Different however is the corporate personality (or Corporate Identity), which
indicates how the company wants to be perceived to be on the market. Every
business, defining its vision, and its mission, seeking to build a mental picture of
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herself in it and sell it to the public. This is an office job marketing, he has to go to
establish a genuine personality of the company, its characteristics on an emotional
level, and its core values.
It can happen, however, that the image that the company wants to give of himself
does not match up with the image that the consumer has really done the business.
The concept of Corporate image (or Brand Image) describes this aspect, that is,
the mental representation that the consumer market has made the company. It may
happen that a company that wants to present itself as a young and innovative is
instead perceived antiquated and obsolete.
So in summary, a company must be able to build a very strong Corporate
Personality, by defining the characteristics of his personality. These characteristics
must then be translated visually into images and signs, creating a brand identity
consistent with the messages previously established.
And 'therefore essential to the very close link between the identity of the brand
and its consumers, because the image of the company will depend on its position
on the market, and thus its success. In fact, the Corporate Image measurably
influence at the time of purchase. If, as we said previously, the consumer buys not
only the product but above the image associated with the brand, it is necessary for
the companies to ensure that their brand image is positive, and this remains true
over time, that is, maintains the same initial values, and remain recognizable even
despite future developments.
When the Corporate personality and Brand Image perceived do not conform to
each other, we have a structural problem that must be corrected with the
redefinition of the image.

IDENTITY 'VISUAL COMPANY

THE PRODUCT
The product is the cornerstone of marketing of a company communication. For a
technician, the product will be a set of components, shapes and materials. For the
consumer, in addition to the functionality, will also count the aesthetics, design,
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style, and of course the brand, the image, status that the product promises to
achieve. The psychological dimension sinks directly into the affective / emotional
sphere.
The product is then a set of tangible elements, such as weight, shape, color and
finish; and intangible, such as style, service, quality, warranty, and generally the
product image. These two categories influence each other and define the real
product. Because consumers do not buy physical objects but means to meet their
needs and desires, the product is bought for what it means.
Once identified the benefits that the product performs, we will define the quality,
packaging, style. Knowing the product is therefore essential for those who must
then communicate the values of the brand and implementing the communication
campaign.
They should be analyzed in the first place the basic functions performed by the
product. A differentiator is to see how the functions are carried out, and here some
companies try to add items or fashion or luxury features.
Another important element is the quality, which is a complex concept. Quality is
on the consumer and his psychological satisfaction. Total quality is given not only
by the true quality and the actual product, but also that linked to user satisfaction,
functionality, service and support company. The concept of quality, however, is up
and shaped by the company itself in its communication, always aimed at
enhancing the product.
Additional elements of differentiation and enhancement of product image are the
shape, style, color and design. Often some firms report the name of the product
designer to add to it more precisely value.
The form covers the structural aspects of the product (color, materials), but the
importance of design is also expressed by the presentation and display of
merchandise. The company seeks to apply the design not only to the product but
to all media. If you use an effective and distinctive design can transfer a unitary
identity image (from the logo, the signs, the establishments, to transportation, to
outlets). The same package becomes as simple packing a powerful tool of
communication, it takes aesthetic and exhibition functions. The role of packaging
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is central in the purchase stimulus. The package attracts the customer's attention
and stimulates an emotional reaction, reveals preferences and buying leads.
The services are elements of differentiation, because they can enrich the promise
of product. A service can range from a simple instruction booklet to an entire
warranty program and service company.
In conclusion, all aspects of the product require communicational contributions,
but among all the greater importance has design. This expresses the power of the
object and can give a unified look to the entire corporate image.

THE NAME
The choice of name (naming) is an important initial decision. So far the market
has seen very different names among them: the names of the founders of the
company (such as Barilla, Pirelli, Armani), fantasy names (such as Coca-Cola,
Fanta, Pepsi), acronyms (such as Fiat, Tim, IBM). Given the variety of names, it is
impossible to know what will be successful, but you can build on some criteria to
be met.
The name is thought depending on the brand and its future evolution, and then
based on its national or international territory. The name, therefore, must be:
Original, that does not already exist elsewhere, and must not conflict with the
original identity; adjustable, meaning you should be able to record in all countries;
simple, easily pronounced and remembered, always in line with the brand
personality; pronounceable and assonant, that besides being able to be
pronounceable by all countries, must not have pronunciations of dubious taste in
other countries; international, in the sense that it has no counterproductive
meanings in other languages (consider the case of the Fiat Ritmo, which changed
its name in the UK market since "Rhythm" in English is a term linked to the
menstrual cycle); global, that is, to use a name that is free from recordings
worldwide.

BRAND
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Registered the name, you have to design a brand that has always been part of
human communication. There is no company or group that does not have its own
brand. This expresses a sense of belonging and differentiation from others. Its
function has always been to distinguish and mark with a sign, but each brand is
more of a graphic sign is the representation of an organization, its aspirations and
its promises.
The matter of trade marks is governed by the Royal Decree of 21 giguno 1942, n.
929 (with subsequent modifazioni of 1992 and 1996), and is entirely focused on
its distinguishing feature: it must therefore distinguish and identify a certain
product or company. This distinctive feature is protected by law, so that it protects
the rights of its owner in case of copy, likeness, and any danger of confusion.

IDENTITY 'AND VISUAL IMAGE

The visual identity system of a company (also called corporate identity) is the set
of ways in which a company or organization presents to its audience. And 'the
visual expression that sums up everything that the company represents, its
reputation, and what we want to become. So the identity is a visual code that
represents who is the company, what it does and how it does it.
Specifically is the set of signs, colors, fonts, sounds and smells, which organized
organically identify an entity. Since the image is the perception of the company by
its customers, it can not be separated from the identity and vice versa.
To start with the creation of a vivisa identity, should be identified aspiration of a
business. Its history, structure, strategy, values and mission are part of the
corporate DNA. The union of all this emerges a new vision of the company and
defines the character of the brand.
The character of the brand is a concept that is very close to the idea of the real
personality of a person. Even people have identity as a unique and distinctive
feature that differentiates them from other companies. The more the character of
the brand will be strong, credible, plus the graphics fail to represent the force.
The visual identity can be constituted by a simple logo, or only by the name and
symbol, or from an entire enterprise communication system. E 'preferable that
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there is a representative symbol, because this gives enormous potential as regards

the communication of content and the ability to evoke emotions. A sign / logo is
much more effective than any words to elicit ideas and suggestions, involvement
(think of the strong Nike brand character). In addition, the brands that have
multiple levels of reading collect more successful because trigger direct
relationships with the customer, who decides to take questions and interpret it
freely. For example, the Apple brand is not actually a company that sells apples,
but computer products, and the bitten apple induces the customer to ask quite a
few questions.

LETTERING AND PAN GRAPHICS

No less important is the choice of a typeface and the organization of texts, images
on a page. The writing has a long history, and the first systems of letters of 1300
of the Phoenicians, we come standard with the Roman alphabet. Today, modern
typography has a huge variety of styles, and alphabets have more and more
aesthetic role.
Choosing a character rather than another depends on the media you want to use
and the type of message you want to give. Support much constrains the choice of
characters (a book uses a single character, while a newspaper must adopt different
qualifications, articles, eyelets, summaries, captions), and in the case of corporate
communication the only constraint is the corporate identity manual .
Particularly important they are also the layout of text and images, line spacing,
margins, and proportions. All these elements help to make it more readable visual
communication. Through the layout grids that divide the area into columns and
rows, you can organize all the elements of the composition, creating a harmonious
and balanced image.
Even the layout of titles and paragraphs may help in forming communicative
messages. Organized logically can reflect the character ordered a company, or by
using the most eye-catching provisions can communicate a very aggressive
personality.

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THE CORPORATE IDENTITY MANUAL

The corporate identity manual is a set of application rules of the mark on all the
elements and areas of the company. It is inside of the trademark use rules, ie the
rules on how to use, reproduce and effectively implement all the elements of the
brand.
It usually starts with an official presentation of the project, summarizing the
philosophy behind, the values and the goals of the company. This helps to
understand that conceptual basis has left for the visual identity design.
It continues with the presentation of the brand and its implementing rules. Shows
its construction, the various versions in positive and negative, indicating the
colors, the primary and secondary characters, readability tests in various sizes, the
mistakes to avoid, and so on.
Later, we go to the applications of the mark on forms and other carteci media such
as envelopes or letters, business cards, folders. It then examines the application of
the brand on other external media such as license plates, totems, flags, clothing,
transportation, packaging, etc.
The manual is the work of a graph, and directed to other graphics or designers
who will use it in the future to produce new materials for the given company. By
doing so, you establish a consistency of style, colors, fonts, proportions of each
format. It therefore retains the fundamental rule of the firm recognition in all its
aspects.

MARKETING

EMOTIONS (emotional Brand)

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According to scholars, at the time of the final decision it is given by the emotional
aspect linked to the product, that is, as the brand was linked to the consumer in
terms of emotions and senses. In fact, emotions are the engine of society, and the
more one moves, the more it helps the memory, and we are driven to action and then - to buy. Freud himself says that often the thought of man escapes rational
control, and acts driven by desires, aspirations that are unpredictable from the
unconscious.
The emotional branding is the set of activities that create emotional bonds and
fidelity between the brand and the consumer, making the customer feel part of the
enterprise.
The consumer wants more and more that companies are open to their needs and
desires, wants the make the personal knowledge and incorporates the experiences.
The companies aim to create experiences that people fall in love: involving
consumers in meaningful experiences (think of the many festivals or events
created by the phone companies, such as WIND Music Award, or the TIM Cup,
etc.), generating sensory pleasures involving every sense, participate in the
everyday life of the people (creating news portals, blogs, deepening), tell stories
that carry meanings related to brand (think the storytelling in television
commercials or on the internet); all experiences in which the consumer can
identify with.
In fact, the emotional brand does not aim primarily to promote a product, but to
create a connection with the customer through narrative processes and interaction
with it. Among the emotional branding techniques include experiential marketing,
that is, the physical involvement of consumers in the brand's events; the guerilla
marketing, which is a set of unconventional generated by companies but disguised
as spontaneous action of communication; and Viral advertising, which is always a
commercial communication but rather is able to spread spontaneously among
people through word of mouth, embedding them. Newcomer has instant
marketing or micro campaigns shared on social networks but exploit issues or
trendy events. For the short time available, they require a particular speed and
creativity.
In this marketing strategy, it is important to know the relevant consumers. In this
field is essential the influence of women, especially mothers, which is between
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50% and 80%. Women seek products that inspire loyalty and to help them live a
better everyday life, and are primarily achieved through social networks, which
today represent an innovative and useful way to learn about the consumer, and
share advertising with other people.

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