Brand Handwriting.... 'Most women are colour-blind, they should ask for suggestions' - Elsa Schiaparelli

'Text and pictures create a stimulating and attractive entity, which takes the receiver forward with the help of exciting change and variation.' 

I think as a brand it is important to have a common thread running through the whole production, whether that's through a selection of the 7Ps or one individually - Promotion, Product, People, Physical Evidence.
What's so powerful about a brand as well is their timing - pauses especially in promotion, are paramount because they can be used to really emphasis a focal point of a NEW, FRESH, concept for their production and processes. A sudden, surprising moment not only captivates an ever-lasting visual image in your head but its the reinforcement in your memory - it's a lot easier for a brand to fix a specific detail in their head niche to them so then that is fixed in their memory, whether that's a shape, colour or perhaps a form of advertisement.
However, what is key is to make sure that the consumer is taking in the information in the most beneficial way, rather than it being a 'one hit wonder'.

Some design elements to aid a consumer for a brand: Colour, Pattern, Monogram, Signature, Letter Form/Font, Media/Material, Product.

The design elements stated above can alter, the 'wheel turns as a brand decides to change their elements'

HOW DO YOU KEEP A RELATIONSHIP WITH A NAME?

The following brands are some we recently looked at in our lecture, investigating HOW they manage to keep the consumer's attentiveness yet still keeps them guessing what they'll do next.

Elsa Schiaparelli 

Shocking, Vibrant, Bold, Feminine

Individual, Unique, Flamboyant

Surreal, Inventive, Quirky, Playful

Parisian, Whimsical, Controversial

Schiaparelli brings us the ultimate femininity to her brand - making pink her signature colour and as our guilty pleasure colour, we wouldn't have it any other way. The whimsical and shockingly bright colour creates such a flamboyant, 'anything goes' attitude and truly, only a women of great substance and style could pull it off.

Tiffany & Co.

Cool Crisp, Classic, Luxury

Prestige, Confidence, Exclusivity, Status

Romance, Desire, Youth, Taste

Glamour, Heritage, Sophistication

Contemporary, Urban, Retro

Magical, Manhattan, Elegance


I don't think ANY woman can deny it, we all know that colour and shaped box that comes with every fine piece of jewellery from Tiffany & Co. The iconic blue colour is not just any kind of blue - it's 'Tiffany Blue' and has been registered as a trademark. It speaks throughout the whole of the brand - the box, shopping bag, advertising, store layout etc. Due to their brand recognition, they've also received free publicity through pop culture such as referencing made by Marilyn Monroe in the emblematic song 'Diamonds are a Girl's Best Friend' and also the film 'Breakfast At Tiffany's' starring the classic Audrey Hepburn, saying in it how Tiffany's is 'the best place in the world, where nothing bad can take place'. However, the brand identity is now not only recognised by colour but as mentionned, by their Tiffany Blue Box signifying the excellence of their brand handwriting.

Paul Smith

Eccentric, Sartorial, Witty, Confident

Late 90s - Push a softer, more human and decorative way than the Brand name

Vibrant, Playful, Twist on Tradition, Visual, Surprise


Paul Smith signature's Stripe and Swirl has become an instantly recognisable form of creative genius. The pattern has attached itself to very diverse products which makes the brand that much more dynamic and confident, from Umbrellas, Shirts, Christmas Baubles to even being displayed on the BMW Mini.
Beginning his creation of the 'classic with a twist' approach for Menswear, he was moving himself in a direction, other designers would shadow at the thought.

'well-made, good quality, simple cut, interesting fabric, easy to wear'

BURBERRY

British, Heritage, Young, Aristocracy

Hip London, New Modern Generation, Sloane Style

Street Attitude, Traditional Tartan, Graphic Check


The Burberry check is another iconic pattern which has become so much so that Scotland now considers it as 'corporate tartan'. During the late 90s however, it started to become negatively associated in the media for being consumed by football hooligans and 'chav-like' people so it was quite a challenge to try and re-inform and assure the consumers of their strategies and how they were going to re-invent this. They decided to remove the check pattern completely from all but 10% of their products and then starting to turn the wheel in terms of the design element by re-branding itself in advertisements with magazines like GQ, VOGUE as well as having industry and out of industry people within them such as  model Kate Moss and actress Emma Watson.  They are now slipping the pattern back in subtly into their products, including their infamous trench coats. Ultimately, the brand has stayed true to it's British Heritage and remains full of style and attitude.