BRAND AND IDENTITY ASSIGNMENTS

ASSIGNMENT 4.1:

‘Origin of Logos

In this exercise you will need to choose different logos to practice on. This will help you understand and
identify their origin. Reflect on the logos that you used on your Perceptual Map in A2.2. This should be a
list of all of your competitors. With this list, you should have a decent bank of logos to work from.

For each of the logos, you should try to identify the following elements:

• What typeface is being used?

o What does this choice reflect about the brand itself?
o What values are brought forward for each brand?
• What colors are used in the logo and why are these significant for each competitor?
o How are they different from each other?
o What are the differences in color telling you about which values each Brand is
competing on?

For each logo write 3 personality attributes.

This assignment will not be graded and will not count towards your final grade.

Please submit as a PDF.

BRAND AND IDENTITY ASSIGNMENTS

Typerface: Serif font. It slightly uneasy for the human eye to read; it has a bold
design; it is classical and expresses elegance but also formality and modernity. It
shows that it is a strong brand, a formality and expresses values such as reliability
and confidence.

Colour: Blue: Trustworthy, Reliability

Typerface: Sans serif font. Clean, minimal and friendly feeling. It also shows that
the brand is modern and that it has creative, innovative values.

Colour: Red expresses excitement, passion, and boldness. It shows that the brand
does not hesitate to dare. In combination with black which gives balance and
control it gives a strong combination.

Typerface: Serif font. Here it is not so easy for the human eye to read; However,
it shows that it is a strong brand and a formality and values such as reliability.

Colour: Orange. It is the color for new challengers. It is fun and cheerful and
ensures confidence in a fun way.

Typerface: Serif font. It is really for the human eye to read; it is classical and
expresses durability. It shows a formality and expresses values such as reliability.

Colour: Blue: Trust, Reliability

Typerface: Sans serif font. Really clean, minimal and friendly feeling. Easy for the
eye. It also shows that the brand is modern and that it has creative, innovative
values.

Colour: Red expresses excitement, passion, and boldness; not hesitate to dare.