Look, Feel & Spiel

w w w . d o v a b r a m s o n . c o m

Look, Feel & SpielAn Introduction to Visual Branding

Dov Abramson // June 2011for the PresenTense Global Institute

Adam Baruch (1945-2008) אדם ברוך

“אני לא יודע מה המשיח יעשה דבר ראשון, אבל אני יודע מה הוא יעשה דבר שני.

מה?הוא יוציא להורג את המילים, הביטויים והמונחים:

פילוח, מיתוג, מינוף, שדרוג, מיצוב.ואת דומיהם".

"I don’t know what the Messiah’s first order of business will be. But I know what his second one will.

He will hunt down and kill the following words, expressions and terms:segmentation, branding, leveraging, upgrading and positioning."

adam baruch

I don't believe in branding.

I don't believe in branding.

I do believe in the timeless art of

visual problem-solving.

@garywexler

What is branding?

What is branding?

Exactly what you think it is.

A brand is not a logo. It's a set of values.

True, but today we will discuss the visual aspect.

No Logo

A brand is not a logo. It's a set of values.

A logo does not have to be briliant.

But it helps.

A logo does not have to be briliant.

more logo "secrets"

do i need a new logo?

Logos are overrated.

london olympics logo looks like...

But don't underestimatetheir importance.

Logos are overrated.

There is no substitute forpowerful brand penetration

(AKA money).

There is no substitute forpowerful brand penetration

(AKA money).

But small and clever can work, too.

Consistency is key.

But it's OK to tweak.

Consistency is key.

All great.

But how do I apply this to my super-ultra-über Presentense venture?

Let's take a breakand doodle.

PresenTense 2011 Ventures

OK, let's get this out of the way right now:

ways to make your brand

principles of good logo design

A few Tachles tips:

[1]Hire a good designer.

[2] Give more thought to the Look & Feel

than to the logo design.

[3] Never say:

"I want that 'Apple' look".

[4] Don't ask around too much.

[5] Meet your secret weapon:

common sense.

[6] Never start with the

business card.

[6] People get used to anything.

[7] Use image banks,

But be careful.

www.dreamstime.com www.istockphoto.com

www.clipart.com

[8] Enjoy the ride.

Questions?