by Jakob Hirscher -

08 // Typography and branding

The scope of typography extends far beyond letters and words – it influences the way we perceive brands. This blog post is about the world of typography and how it interacts with branding. For example, you can ask yourself the question: „How do they influence a brand’s identity and what decisive influence do they have on visual perception?“

Analyzing typography in the context of branding is central to my master’s thesis. The choice of typeface is not a trivial decision, but has a significant impact on the personality and character of a brand. An in-depth understanding of typography makes it possible to strategically design the visual identity of a brand and convey a message.

Typography is a crucial visual element that encompasses the art and technique of typeface and text design. It not only serves aesthetic appeal, but also contributes to the legibility and comprehensibility of information. In the context of brand identity, the choice of font plays a decisive role. Famous brands such as Apple, Nike and Coca-Cola have chosen iconic fonts that have contributed significantly to their recognizability.

When choosing the right font for a brand, several factors need to be considered, including the target audience, industry, cultural context and company values. A well-chosen font can help convey a brand’s personality, values and vision. For example, bold fonts exude energy, while soft fonts can convey calm and elegance.

The importance of font combinations is emphasized, as a single font is often not enough to cover all aspects of brand communication. Complementary fonts, hierarchy and function as well as consistency are important principles when combining fonts to create a harmonious visual aesthetic.

Typography must be consistent across different media and platforms, be it in print media, web design, social media or virtual backgrounds. Each medium requires customized typography to ensure optimal readability and consistent brand communication.

Overall, typography plays a crucial role in shaping the visual identity of a brand and influences the first impression as well as the perception by the target group.

Works Cited for the entire article:

“Die Rolle Der Typografie in Der Markenkommunikation.” Www.designmadeingermany.de, 25 Apr. 2023, www.designmadeingermany.de/weblog/typografie/#:~:text=Typografie%20und%20Markenidentit. Accessed 20 Jan. 2024.

by Jakob Hirscher -

07 // Best practice (Nike, Starbucks, Coca-Cola)

The role of branding in shaping and influencing the visual identity of brands is a fascinating field of research that provides deep insight into the mechanisms of brand success. In this blog post, I will highlight the importance of best practice examples in research and then analyze in detail the brands Nike, Starbucks and Coca-Cola. Through an in-depth analysis of their brand identity, I will try to understand why consistent branding is crucial to their success.

Best practice examples play a crucial role in research, especially when it comes to a complex topic like branding. They provide concrete case studies that illustrate successful applications of theories and strategies. In the case of branding, best practice examples provide an in-depth analysis of successful brands that have masterfully crafted their visual identity. The insights from these examples can serve as valuable guidelines for companies looking to develop or optimize their own brand identity.

Image source: https://www.pinterest.com/pin/614389574155275700/

Nike

Nike, as a global sports brand, has created a unique visual identity that embodies power, movement and innovation. The iconic Swoosh logo and the concise slogan „Just Do It“ are recognizable worldwide. The consistency in the use of these elements in all marketing and advertising measures strengthens the brand image. The combination of quality, athleticism and powerful design has made Nike one of the most successful sports brands.

Image source: https://de.wikipedia.org/wiki/Starbucks

Starbucks

Starbucks has created an inviting and cozy atmosphere through its consistent branding. The green logo, accompanied by the characteristic font, radiates consistency. The visual identity is not only reflected in the stores, but also in the packaging of the products. This presentation promotes brand recognition and creates an emotional connection with customers who identify with the Starbucks experience.

Image source: https://de.m.wikipedia.org/wiki/Datei:Coca-Cola_logo.svg

Coca-Cola

Coca-Cola is a master at creating a timeless and universal brand. The red logo and curved typeface are recognized worldwide. The consistent use of these visual elements in conjunction with iconic advertising campaigns has made Coca-Cola a symbol of refreshment and enjoyment. The continued presence of this visual identity reinforces brand loyalty and supports Coca-Cola’s success in the global marketplace.

Why is consistent branding crucial?

The analysis of the Nike, Starbucks and Coca-Cola brands shows that consistent branding is crucial for success. It creates trust, promotes brand recognition and enables clear communication of brand values. The repetition and consistency of visual identity strengthens the emotional bond between brand and consumer, which ultimately leads to long-term customer loyalty. Companies that are able to consistently maintain their visual identity have the opportunity to communicate their brand message more effectively and become firmly anchored in the minds of consumers.

by Jakob Hirscher -

06 // Color psychology in marketing and branding

The world of marketing and branding is colorful, but the decision behind the colors chosen is far more than a purely aesthetic consideration. This blog post is about the psychology of color in the context of marketing and branding. Colors are used as a strategic tool in this context.

This topic plays a crucial role in the context of my work, as the conscious choice of colors not only influences the perception of products or services, but also shapes the emotional connection between brand and consumer. A deep understanding of color psychology enables me to make targeted decisions in the design of brand identities and to better understand resonance points in the target group.

Color perception is subjective, but studies show that there are broader patterns. The study „Influence of Color on Marketing“ found that up to 90% of product reviews are strongly influenced by color, depending on the category. The relationship between brands and color depends on perceived appropriateness. Research such as „Exciting Red and Competent Blue“ confirms that colors influence purchase intent and shape the perceived personality of a brand. Research emphasizes that predicting the consumer’s reaction to color accuracy is more important than selecting the individual color itself to create targeted emotions and associations.

5 dimensions of brand personality:

Jennifer Aaker, psychologist and Stanford professor, identified five core dimensions in her study. These dimensions play a decisive role in shaping the personality of a brand.

Image source: https://www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding

Brands can overlap between two characteristics, but are usually dominated by one. Colors are often associated with certain traits, yet academic studies emphasize that it is more important for colors to support the desired personality of the brand rather than to align with stereotypical associations.

Color trends for men and women:

An interesting study on this topic is Joe Hallock’s work on „color mapping.“ His data shows clear preferences for certain colors across both genders, with blue standing out in particular, and there are differences in the groups for the color purple. Individual decisions about color preferences are strongly influenced by one’s environment and cultural perceptions.

Favorite colors of men and women:

Image source: https://www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding

The least favorite colors of men and women:

Image source: https://www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding

Additional research in color perception and color preference studies suggests that men tend to prefer bold colors, while women like softer colors. Men also tend to prefer hues, while women are more receptive to hues.

Works Cited for the entire article:

Fürst, Christina. “Die Psychologie Der Farbe Im Marketing Und Branding.” Www.bee.digital, 2 Apr. 2019, www.bee.digital/blog/die-psychologie-der-farbe-im-marketing-und-branding. Accessed 9 Jan. 2024.

by Jakob Hirscher -

05 // The role of colors

Colors are not just visual elements, but crucial components in the toolbox of successful branding. This blog post is dedicated to the role of colors in a company’s brand identity. In my research, I look at how colors not only create aesthetic impressions, but also contribute significantly to a brand’s identity.

In the context of my master’s topic, it is relevant in that the targeted selection of colors plays a key role in shaping brand identity and the emotional connection with consumers.

Title: Beeinflussen uns Farben wirklich?

The video „Beeinflussen uns Farben wirklich?“ from the YouTube channel „DW Deutsch“ is about the extent to which colors influence us. It also explains what colors are and how they are perceived by the eye via wavelengths. It also explains how colors are created. Birgit Weller, a product designer, deals intensively with colors and their effect. She looks at specific examples from the drugstore (razors, hairspray, shower gel) and explains the effect and purchasing decisions of different genders. Last but not least, the statement „Colors transport image“ is discussed. The effects of the colors red and green are evolutionary. The effect of other colors, on the other hand, is learned by people in the course of their development.

What do colors stand for and why are they an important part of design?

Image source: https://johnnybegood.at/farbpsychologie-die-rolle-von-farben-in-der-markenbildung/#:~:text=Markenidentität,starke%20und%20wiedererkennbare%20Marke%20aufzubauen.

Colors are crucial in design and shape the perception of brands. They convey emotions, shape identities and attract attention. In corporate design, colors, together with other elements such as the logo and typeface, form the basic building blocks of a brand that shape its unmistakable appearance. (Vgl. PAPER PRODUCTS)

Color as an identity carrier using company examples:

An outstanding example of effective corporate design through color is Coca-Cola, whose red brand color and „Dynamic Ribbon Device“ send clear signals of identity and emotion. Other brands such as Milka, Ferrari and Telekom use characteristic splashes of color for high recognition. Since 1995, companies have been able to protect company colors at the German Patent and Trademark Office in addition to logos and lettering. (Vgl. PAPER PRODUCTS)

Colors in corporate design:

Successful companies protect their corporate colors to maintain uniqueness and a clear identity. Colors in design have a significant impact, from selection to application. The world of color psychology makes it possible to create impressive visual identities for brands or projects. (Vgl. PAPER PRODUCTS)

Colors in the brand identity:

Color choice is critical to brand identity, as a consistent color scheme across different materials creates a strong and recognizable brand. Examples such as the red of Coca-Cola and the blue of Facebook are instantly recognizable and contribute to the perceived brand identity. In addition to brand identity, colors are part of emotional reactions, purchasing decisions, target group appeal and cultural differences. (Vgl. Johnny Be Good)

Works Cited:

Johnny Be Good. “Farbpsychologie – Die Rolle von Farben in Der Markenbildung.” Www.johnnybegood.at, 5 Dec. 2023, johnnybegood.at/farbpsychologie-die-rolle-von-farben-in-der-markenbildung/#:~:text=Markenidentit. Accessed 5 Jan. 2024.

PAPER PRODUCTS. “Farbpsychologie Im Design: Wie Farben Emotionen Und Marken Beeinfluss.” Farbpsychologie Im Design: Die Emotionale Wirkung von Farben Und Ihre Rolle in Der Markenidentität, www.paper-products.de, 1 Oct. 2023, paper-products.de/Farbpsychologie-im-Design-Die-emotionale-Wirkung-von-Farben-und-ihre-Rolle-in-der-Markenidentitaet. Accessed 5 Jan. 2024.

by Jakob Hirscher -

04 // History of branding

The history of branding spans centuries and has evolved over time from simple trademarks to a complex and profound aspect of our visual culture. The history of branding is a fascinating journey through the evolution of business, society and technology. In this blog post, I will trace the evolution of branding over time.

Analyzing the history of branding helps me gain an understanding of the historical evolution of branding to better understand current practices and predict future developments.

16th century: Beginnings

In Old Norse, the word „brandr“ originally meant „burning piece of wood“ and later a torch. In the 16th century, cattle were marked with brands to identify ownership. These brands were simple, unmistakable symbols, comparable to the first product logos. From the very beginning, they were used to make a mark both literally and metaphorically.

Image source: https://99designs.de/blog/designgeschichte-stroemungen/branding-geschichte/

1750s to 1870s: The industrial revolution

In the 18th and 19th centuries, new manufacturing processes enabled mass production, increasing consumer choice. In this competitive environment, trademarks became crucial to stand out. From the 1870s, registered trademarks became increasingly important and the first US Trademark Act was passed in 1881. This was the first time branding was recognized as intellectual property.

1870s to 1920s: The age of inventions

The turn of the 20th century was characterized by technological change and visionary achievements. The Wright brothers‘ flight in 1903 symbolized the creativity and innovation of this period. Companies such as Coca-Cola, Colgate, Ford, Chanel and LEGO, which emerged in this era, were pioneers and trendsetters. Ford was an early seller of gasoline-powered vehicles, while Chanel introduced innovative fashion concepts. Print media played a key role as brands stood out in newspapers and magazines through words, logos and illustrations and advertisements informatively presented the product.

Image source: https://99designs.de/blog/designgeschichte-stroemungen/branding-geschichte/

1920s to 1959s: Brands on air

With more efficient production and the need for official product claims came the move towards marketing in listening environments. In the 1920s, radio stations used advertising as a means of promoting companies by using radio jingles and slogans. The first paid radio advertisement appeared in 1922, and by 1930 nearly 90% of US radio stations were broadcasting advertisements, even entire programs were funded by corporations. With the advent of television in 1941, this trend intensified. Companies sponsored programs and created commercials that used visual, audio and musical elements to create a strong connection with viewers. Television allowed brands to reach their customers closer than ever before.

1950s to 1960s: The birth of modern branding

In the post-war era, car culture, the growth of the middle class and suburbs, and the popularity of television changed the culture of production and consumption. Companies used various visible brand perceptions such as billboards, architecture and TV commercials to reach new audiences. Competition forced companies to develop brand management to differentiate themselves from similar products. The decisive step was emotional branding, where marketers created an emotional connection between product and customer by addressing their needs and developing a unique identity. This transformed branding from informative to intimate.

1960s to 1990s: Branding comes of age

Brands need rebranding over time in order to survive in a growing market. The positive example of the Walmart logo shows the need for a fresh image. Campaign slogans, as with L’Oreal and McDonald’s, can further strengthen well-known brands. Brand evolution has also influenced the retail sector, where companies such as Target have created a more engaging shopping experience through better branding and collaboration with designers, improving the brand image of retailers and companies.

Image source: https://99designs.de/blog/designgeschichte-stroemungen/branding-geschichte/

2000s to today: Beyond simple branding

In today’s era of brand overkill, it’s crucial to stand out. The digital age has changed traditional techniques like TV advertising in favor of social media and data-driven marketing. Brands are using apps, vanity URLs and hashtags to increase awareness. Coca-Cola’s #ShareACoke campaign shows how personal relationships and user engagement can create a strong connection with customers. Customer reviews on platforms such as Amazon and Yelp have a significant impact on brand perception and reputation is becoming increasingly important. Brands are increasingly turning to mission branding, such as Starbucks and Warby Parker, to drive customer loyalty. The in-store personal experience, such as free yoga classes at Lululemon, is also a key factor in brand development.

Works Cited for the entire article:

Cantor, Aviva . “Eine Kurze Geschichte Des Brandings.” Www.99designs.de, 2020, 99designs.de/blog/designgeschichte-stroemungen/branding-geschichte/. Accessed 5 Jan. 2024.

by Jakob Hirscher -

03 // The psychology of branding

In the world of marketing, the psychology of branding is a fascinating and crucial element that shapes the relationship between consumers and brands. This link between identity and emotion plays a central role in shaping the perceptions and preferences that people develop towards certain brands.

Analyzing the psychology of branding is central to my master’s thesis. The visual identity of a brand, represented by elements such as logo, colors and fonts, is not only an aesthetic feature, but also an expression of the psychological bond between brand and consumer. This bond not only influences the perception of the brand, but can also influence the behavior of consumers and their purchasing decisions.

The Psychology of Branding by Douglas Evan looks at the psychological factors that influence brand choice and examines how our encounters with brands influence our decisions and loyalties. It explores the neural processes associated with brand engagement and offers insights into how the psychology of branding works. The book emphasizes that branding goes beyond products and encompasses everything that evokes personal associations. This has led to branding being widely used in social and health initiatives and becoming a powerful strategy for behavior change. (Vgl. Evans)

During my research, I came across the „Brand Equity Model“ by Kevin Lane Keller. This model offers a comprehensive approach to evaluating the strength of a brand, taking into account different dimensions of the connection between a brand and its consumers.

Image source: https://www.papirfly.com/blog/retail-marketing/customer-brand-equity-and-understanding-kellers-brand-equity-model/

The model consists of four components.

  1. Salience: At the base of the brand equity pyramid, salience signifies the awareness of your brand’s existence, forming the crucial foundation for building customer brand equity.
  2. Performance and Imagery: The second level encompasses performance, detailing product features, and imagery, addressing how the brand fulfills social and psychological needs.
  3. Judgments and Feelings: Moving up, the third level focuses on judgments, reflecting opinions about the brand, and feelings, encapsulating emotional responses toward the brand.
  4. Resonance: At the pinnacle, resonance represents the ultimate stage where customers evolve into advocates, actively promoting and endorsing the brand to others. (Vgl. Papirfly)

Works Cited:

Evans, Douglas. Psychology of Branding. Hauppauge New York, Nova Publishers, 2013.

Papirfly. “Customer Brand Equity and Understanding Keller’s Brand Equity Model – Papirfly Blog.” Www.papirfly.com, 24 Oct. 2019, www.papirfly.com/blog/retail-marketing/customer-brand-equity-and-understanding-kellers-brand-equity-model/. Accessed 2 Jan. 2024.

by Jakob Hirscher -

01 // Topic identification

In my first blog post, I would like to present and roughly explain my three proposed topics. Before I started looking for topics, I decided on design areas from communication design that particularly interest me. I chose the areas of typography, packaging design and branding. At the end of the blog post, I will present my current favorite and describe it.

Topic 1: The role of fonts in the visual identity of brands.

This topic looks at the importance of typography in shaping the visual identities of brands. In exploring this topic, I will examine how choosing the right fonts has a significant impact on the perception and success of a brand. In addition to the aspects of font choice in branding, the influences on brand personality, target group appeal and brand recognition will also be examined. Possible challenges and opportunities in this area are also analyzed.

Bibliography and references:

_Typography Essentials: 100 Design Principles for Working with Type“ von Ina Saltz

_Thinking with Type: A Critical Guide for Designers, Writers, Editors, and Students von Ellen Lupton

_Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands von Debbie Millman

_Visuelle Kommunikation als strategisches Instrument der Marken- und Unternehmenskommunikation von Alexander Berzler

_Understanding Role of Fonts in Linking Brand Identity to Brand Perception von Vikas Singla & Nidhi Sharma

_Visual branding: A guide to designing visual identity von Ly Dang

Topic 2: Recycling and upcycling in packaging design: sustainable approaches to packaging solutions.

This topic examines the increasing importance of recycling and upcycling in the design of sustainable packaging solutions. The importance of environmental protection and sustainability, also in design, is continuously increasing. In my thesis, I will examine the concept of recycling and upcycling in packaging design and explore practical approaches to environmentally friendly packaging solutions. There will also be a focus on the creative redesign of packaging materials, material selection, ecological impact and the influence on brand communication. My work aims to get closer to the goal of sustainable packaging design for a sustainable future.

Bibliography and references:

_Designing Sustainable Packaging von Scott Boylston

_Sustainable Packaging von Dr. Subramanian Senthilkannan Muthu

_Sustainable packaging design: A holistic methodology for packaging design von Erik Svanes, Hanne Møller, Marit Kvalvåg Pettersen, Hanne Larsen

_Consumer response to sustainable packaging design von Nigel D. Steenis

_Sustainable packaging as a tool for global sustainable development von Natalia Kozik

_Packaging Sustainability von Wendy Jedlička

Topic 3: Multi-sensory branding: How all the senses can be used to create a brand experience.

This topic looks at the world of multi-sensory branding and how all the senses can be used in the design of a holistic brand experience. As our attention span is limited by the increasing digital world, the use of the senses for brands is becoming more important. This thesis will look at the integration of different elements in brand communication and design. The thesis aims to find out how companies can appeal to the senses of their target group to build strong emotional connections to their brands and intensify the brand experience.

Bibliography and references:

_Brand Sense: Warum wir starke Marken fühlen, riechen, schmecken, hören und sehen können von Martin Lindstrom

_Sensory Marketing: Research on the Sensuality of Products von Aradhna Krishna

_Brand Seduction: How Neuroscience Can Help Marketers Build Memorable Brands von Daryl Weber

_Sensory Marketing – A review and research agenda von Ruchi Garg, Rachna Bhatia, Ritu Chhikara, Aakanksha Kataria

_The impact of sensory branding (five senses) on consumer von Saffer Uddin

_Sensory Branding von Alirezaeslambolchi & Shimafarhadi und Seyed Erfan Alhosseini Hamedani

I chose the first topic for my research in the first semester. However, I have decided to focus not only on typography but on branding in general. So for my further research, I would like to look at the following topic: The role of branding and its influence on the visual identity of brands.

In my research, I will examine the multifaceted design of the visual identity of brands, taking into account a holistic branding approach. The focus is not only on the font but also on various elements that together shape the perception and success of a brand. In addition to a comprehensive consideration of branding, the influences on brand personality, target group appeal and brand recognition are explored in detail. The work also highlights possible challenges and opportunities in the context of branding to provide a holistic insight into the complex aspects of visual brand design.