U N I T 3 GRAPHIC DESIGN PRACTICE This Unit deals with what a graphic designer has actually to create: logos and trademarks. In other words: the heart of a company s identity. The Unit explores the compromise between keeping up with continual technological change without neglecting the artistic side of the job as well as being aware of history and contemporary culture. A. BRANDING AND POSITIONING The greatest change in marketing in recent years has been the growth in importance of brands and branding. Brand identity is made up of a number of factors, including the logo, colour scheme, typography, style, strap line or motto in order to make an organisation easily recognized and stand out from the rest. Brand strength is often a more important factor in company valuations than physical assets. Nowadays, it is often brand and brand names that attract take-overs, rather than physical assets or access to particular markets. A brand is a personality. While the personality of a product, service or company is ultimately determined by the target market, companies will often identify how they wish to be perceived and then take steps to influence consumer perceptions based on product, price, distribution and promotional elements of the marketing mix. Companies will claim a brand position based on their actions. Just as individuals personalities are based on how they are viewed by others, the same is true of companies and products. Claiming a brand position requires effort to convey a consistent image to target audiences through all company activities, from the features of the product itself to the company s service, to the company s employees and through promotional activities. It is consistency over time, reflected through actual performance that will help a company effectively claim a brand position. The value consumers attribute to a brand is essential for the product positioning on different markets. Those who buy a Porsche Cayenne want to communicate that they belong to a certain segment of the market. Image is also important for low-cost products. Ikea uses a low-cost and no-frills approach because their customers focus on functionality over service or aspects such as design or packaging. In a competitive situation, customers make choices on the basis of their perception of value-for-money. GLOSSARY actual: reale asset: bene patrimoniale consistency: coerenza 68 to claim: rivendicare growth: crescita no-frills: senza orpelli take-overs: acquirenti