AS1901

BRAND DESIGN
A brand will not be complete without designing principles that govern its effectivity. The handout will explore
the principles and meanings in design that add value to brands.

DESIGN SYMBOLS
Symbols
Symbols are the fastest form of communication known to mankind. It is the visual identity for brand awareness
and recognition. The popular the brand the more likely they can remove the word mark for the brand.

Source: wikipedia.org Source: imgbin.com Source: cebupacificair.com

Cognition of Symbols
1. Shape – reading is not necessary to identify shapes, but identifying shapes is necessary to read. Shapes
are quickly imprinted in one’s memory.
2. Color – it triggers an emotion and evoke brand association.
3. Form – The brain takes more time to process language so the overall brand content is the last to be
recognized.
Identity
The use of signs and symbols is a constant access of the brain for mental shortcuts. It basically simplifies
complexities through categorization. For brands, these shortcuts are important to how the customers perceive
brand identities. For example, knowing that the brand Apple is a solid logo of an apple with a single leaf and a
bite mark, which has been a long time brand for cutting-edge and sophisticated technology.
Semiotics
Semiotics is the study of signs. Charles Sanders Peirce and Ferdinand de Saussure contributed in this field.
According to these linguist and philosopher, the entire universe is filled with signs and semiotics helps us
understand the meaning of things. Semiotics is a body of knowledge used for creating brand logos that capture
meaning. It is identified in two (2) aspects:
1. Signifier – these are physical attributes that adds to the idea of an object, entity or an abstract concept.
For example, a picture of a dog, the word ‘dog’, a wagging tail, a bark, and a sticking out tongue are
signifiers of an actual dog.
2. Signified – this refers to the mental image and context of an object, entity or an abstract concept. For
example, if a person is shown a picture with an outline of a dog, or a person heard a barking sound,
s/he will form a mental image of a dog. It also applies when a person sees a dog and it brought fear or
joy because of past experiences relating to an encounter with a dog.
In addition to semiotics, meaning is also identified in order to create impactful brands that connects or relates
to the customers through memory associations. Meaning is categorized in three (3) aspects:

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1. Iconic – iconic meaning refers to a visual representation associated with the actual thing. An example
would be a perfume brand wherein they claim to have a rose scent. The brand would include rose
extract or recreate a scent that is close to the scent of an actual rose, and this association of meaning
happens because the distinct scent of a rose, that is iconic, is applied to the product of a brand and is
perceived by the consumers through their senses.
2. Symbolic – symbolic meaning refers to an association of meaning to an object, entity, or an abstract
concept that does not have a direct relationship to the actual object, entity, or an abstract concept.
This association is evident in language. For example, the word ‘love’ does not necessarily represent
the concept of love, but because of language, people have agreed that the word ‘love’ is associated
to the actual concept of love. Another symbolic meaning are brand logos because they represent a
brand, its products and services, but it has to be pondered in order to get the meaning behind a brand
logo.
3. Indexical – indexical meaning refers to the direct association of meanings through cause and effect.
An example would be a smoke that indicates a fire, or a photo of cat ears and whiskers, which are
iconic parts or caused by a cat, representing a cat, and a pointing finger that indicates a direction to
look.

Source: instructables.com Source: snapclicksupply.com Source: clipartkey.com

Names
Names are just as striking as symbols. The right name is timeless, tireless, easy to say and remember; it stands
for something, and facilitates brand extensions. Its sound has rhythm and it looks great on any platform.
Naming requires a creative, disciplined, and strategic approach.
Qualities of an effective name
1. Meaningful – it communicates the essence of a brand.
2. Distinctive – It is unique yet easy to remember, pronounce, and spell.
3. Future-oriented – it positions the company for growth, change, and success.
4. Modular – it enables company to build brand extensions.
5. Protectable – It can be owned and trademarked.
6. Positive – it has positive connotations in the market.
7. Visual – it lends itself well to graphic presentation in a logo, in text, and in brand architecture.

Source: wikipedia.org Source: 1000logos.net Source: wikipedia.org

Types of names
1. Founder – names are after the founders like McDonald’s, Julie’s Bakeshop, and La Pacita Biscuits.

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2. Descriptive – names that convey the nature of the business. For example, Waffle Time, Potato Corner,
and National Bookstore.
3. Fabricated – names that are made-up like Penshoppe, Alaxan, Goya Chocolate, Lazada, and Ligo
Sardines.
4. Metaphor – names that are based from things, places, people, animals, processes, mythological
names, or foreign words that allude to a quality of a company. Some examples are Silver Swan,
Jollibee, Alaska, Bear Brand, and Oishi.
5. Acronym – Names that are difficult to remember and to copyright that’s why acronyms are necessary.
Some examples are BDO (Banco de Oro), CDO (Corazon Dayro Ong), SM (ShoeMart), and PLDT
(Philippine Long Distance Telephone Company).
6. Magic spell – names where spelling is altered to make it distinctive and protectable. An example would
be Zest-O, Sarsi, Shopee, Google, and Netflix.
7. Combinations of the above – some of the best names combine name types. Some examples are Airbnb,
Under Armour, Sisig Hooray, Chooks-to-go, and Rebisco.
Taglines
A tagline is a short phrase that captures a company’s brand essence, personality, and positioning, and
distinguishes the company from its competitors. Taglines are powerful tools to build brands and the
organization.
Tagline Characteristics
1. Short
2. Differentiated from its competitors
3. Unique
4. Captures the brand essence and positioning
5. Easy to say and remember
6. No negative connotations
7. Displayed in a small font
8. Can be protected and trademarked
9. Evokes an emotional response
10. Difficult to create
We’ve got it all for you!

Source: pds.com.ph Source: bdo.com.ph Source: backgroundcheckall.com Source: wikipedia.org

Topology of Marks or Logos

1. Brandmarks – designed with an almost infinite variety of shapes

and personalities, Brandmarks can be assigned to a number of
general categories or a mix of all. An example would be the logo of
the Philippine Red Cross where various shapes are used to
distinguish the brand and mixed with text for the name of the
brand itself.
Source: redcross.org.ph

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2. Wordmarks – this refers to a freestanding word or words. It may

be a name or an acronym. The best wordmarks imbue a legible
word or words with distinctive font characteristics, and may
integrate abstract or pictorial elements. One example is the
brand Cadbury. Its text is distinct among others.
Source: wikipedia.org

3. Letterform marks – the single letter is frequently used by

designers as a distinctive graphic focal point for a brandmark.
The letter is always unique infused with significant personality
and meaning. The best example known to all is the logo of
McDonald’s. Most people would know that it is McDonald’s
once they see the bright yellow ‘M’ through the brand’s sign
post. Source: wikipedia.org

4. Pictorial marks – an immediately recognizable literal image that

had been simplified and stylized. The image itself may allude to
the name of the company or its mission, or just symbolic to a
brand attitude. A perfect example is the logo of Twitter where
a bird alludes to what a user does in Twitter and that is to tweet
just like the sound of a bird.
Source: bluestarprogramme.ie

5. Abstract marks – an abstract mark uses visual form to convey a

big idea or a brand attribute. Abstract marks are especially
effective for service-based and technology companies; but it is
one of the most difficult to design well. An example of this is the
brand Pepsi where its logo resembles a marble with colors
white, red, and blue. It doesn’t give a direct idea of what the
logo means but it actually symbolizes U.S. patriotism.
Source: futureworlds.com

6. Emblems – these are trademarks featuring a shape that is highly

connected or merged to the name of the organization. The
elements are never isolated. Emblems look terrific on a
package, sign, or as an embroidered patch on a uniform. One
example of it is the fashion brand Uniqlo. The logo of the brand Source: toni-marino.com
is fashioned in a way that the word is within a red box and the
letters are distributed evenly.

7. Character trademark – a character trademark embodies brand

attributes or values. Characters quickly become the stars of ad
campaigns, and the best ones become cultural icons. Along with
their distinctive appearance and personality, many characters
have recognizable voices and jingles, enabling them to leap off
the silent shelf space into the life of the consumers. An example Source: vimeo.com
is Surf’s bubble man that is visible in most of the brand’s
commercials.

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COLOR SCHEME
Color
Color is packed full of meanings, obvious and hidden, and is arguably the richest of all the sensory signs in
terms of cultural as well as personal symbolism. Take purple for example. Purple is a rare color seen in nature.
Only few fruits, flowers, vegetables, animals, and stones cast this color so it can be perceived as a color of
sophistication, royalty, dignity, elegance, creativity, spirituality, magic, and imagination. Here are other colors
and how they are perceived across Asian cultures.

Color China India Japan Thailand Philippines

Ambition, Love, life, Passion, valor,
Love, luck, Self-control,
Red fertility, beauty, danger, anger, war, love,
happy, fertility Sunday
wealth hot revolution
Energy,
Transformation, Sacrifice, Thursday, Criminals,
Orange balance,
family criminals Buddhist monks hunger
warmth
Courage,
Commerce, King, Monday,
Sacred, royalty, beauty, Liberalism, joy,
Yellow sacred, spring, success,
happy, fame aristocracy, energy
success Buddhism
cheerful
Trust, youth, Hope, harvest, Wednesday, Harvest,
Green Youth, fresh
infidelity virtue harvest nature, hope
Immortality, Queen, Friday,
Trust, ocean, Peace, clarity,
Blue femininity, Sports, deities desire,
calm, purity common
heaven compassion
Reincarnation, Widow, Royalty,
Purple Self-pity, nobility Sin, wealth
comfort Saturday spirituality
Tuesday,
Pink Sex Happy Sex Femininity
Enlightenment
Nature, Earth, native,
Brown Earth Mourning Humility
simplicity rural
Fear, Mourning, bad
Expensive, Dullness, Death,
expensive, luck, boldness,
Black honor, trust, foolishness, mourning, bad
rare, statement,
stability death, evil luck, unhappy
mysterious sexy
Mourning, Rebirth, purity, Death,
Purity,
White humility, peace, mourning, Purity, success
equality, hope
coldness, sterility happiness sacred, sterility
Masculinity,
Gloom, stone,
Grey Cheap Stone Old, Cheap
sturdy
Technology

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Color brand identity basics

1. Recognition – use colors to facilitate easy recognition.
2. Research – colors have different meanings for every culture. Make sure to utilize the color that fits the
culture of the market.
3. Test – some colors appear different in digital and in print form. Test what works.
4. Consistency – always make sure that the color scheme for branding is consistent.
5. Market perception – the major factor that affects consumer behavior is color.
6. Color theory – always depend on the basic knowledge of color theory.
7. Protected – quality is ensured if even the aspect of color is protected as part of the brand identity.

SOUND
Music, like words and images, possesses the ability to elicit emotion and action. It can transport an audience,
altering mood and behavior, affecting the way the customers perceive a brand. A smartly conceived sonic
strategy adds value to the overall perception of the brand.
Some of the most effective sonic strategies are that of McDonald’s ‘hooray for today!’, Nestle Ice Cream’s
instrumental sounds, Jollibee’s ‘beeda ang saya!’, SM’s ‘we’ve got it all for you!’, Enervon’s ‘more energy, mas
happy!’, RiteMed’s ‘wag mahihiyang magtanong’, and Milo’s ‘beat energy gap!’
Sound of Success
1. Structured – clearly defined, intuitively understandable, and easy to replicate especially if applied to
different formats and platforms.
2. Ownable – the music is legally owned by one organization.
3. Unique – memorable and distinct from other sounds.
4. Nuanced – layered and compatible with different supporting materials like that of applying it in a
commercial, a jingle, or a film.
5. Ductile – flexible enough to work across various applications and media.

References
Gains, N. (2014). Brand EsSense: Using sense, symbol and story to design brand identity. Philadelphia: Kogan Page Limited.
Onaindia, C. M., & Resnick, B. (2013). Designing B2B Brands. Hoboken, New Jersey: John Wiley & Sons, Inc.
Wheeler, A. (2018). Designing Brand Identity. Hoboken, New Jersey: John Wiley & Sons, Inc.

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