Thinking about Visual Branding and Fashion
15 likes5,048 views
The document outlines the approach of a strategic brand consultancy, Make It Clear, to visual branding using the fashion industry as a case study. It describes a four-step process to define visual branding elements, including color, typography, and detail, to address common branding challenges across various industries. The consultancy emphasizes the importance of understanding market position and audience perception in the context of brand identity.
Thinking about Visual Branding and Fashion
- 1. Title A Strategic Brand Consultancy What we think about when we start to think about visual branding … Fashion Ali Nicholl Barry Leonard
- 2. makeitclear.co.uk Visual branding Fashion Fashion? We don’t work in Fashion.Which is why we chose it when asked to demonstrate our approach to visual branding. It’s a good test of our belief that all businesses have similar challenges and that the process of clarification works across all industries. To prove that point,and by way of a demonstration, here is the application of our thinking on a very different industry,the four steps we take when we start to think about visual branding.
- 3. makeitclear.co.uk Visual branding Fashion Contents Select research set Identify components Analyse Questions +=/-x =+/-x
- 4. makeitclear.co.uk Visual branding Fashion Select research set
- 5. makeitclear.co.uk Visual branding Fashion Define a marketplace
- 6. makeitclear.co.uk Visual branding Fashion And again (alphabetically) Ann Taylor Acne Ambercrombie & Fitch Alexander McQueen Alfred Dunhill ASOS Aquascutum Audemars Piguet Barneys New York Balenciaga Ben Sherman Boohoo.com Bottega Veneta Burberry Bulgari Cartier Catherine Malandrino Chloe Coach Cole Haan COS Chanel Christian Dior Christian Louboutin Cynthia Rowley David Yurman Diane von Furstenberg Diesel Donna Karan DKNY Dolce & Gabbana Emporio Armani Ermenegildo Zegna Fab FarFetch Fendi FEYT Fred Perry Forever 21 Giorgio Armani Gap Gucci H&M Harrods Harry Winston Hermes Paris Hommard Hublot Hugo Boss IWC Schaffhausen Jaeger Le Coultre Jane Norman Jimmy Choo John Varvatos Kate Spade Kurt Geiger Lacoste Longchamp Made.com Marc Jacobs Michael Kors Miss Selfridge Mont Blanc Movado Mr Porter Muji Net-A-Porter Next Nine West Oasis Omega Oscar de la Renta Pandora Paul Smith Prada Ralph Lauren Raymond Weil River Island Roberto Cavalli Rolex Roxy Salvatore Ferragino Selfridges & Co. Stella McCartney Stewart Weitzman Style.com Supreme Swarovski Tag Heuer Ted Baker Tiffany & Co. Thomas Pink TK Maxx Tommy Hilfiger TopShop TopMan Tory Burch UNIQLO Valentino Van Cleef & Arpels Versace Vivienne Westwood Victoria’s Secret Warber Parker White+Warren Yves Saint Laurent Zara Zac Posen
- 7. makeitclear.co.uk Visual branding Fashion Identify components Visual component one: Colour
- 8. makeitclear.co.uk Visual branding Fashion Colours Luxury PatternsMetallics Deep rich colours Accent colours Blacks Whites Sample brands
- 9. makeitclear.co.uk Visual branding Fashion Colours Strong Dark primary colours and shades Bright primary colours Softer pastels Sample brands Blacks Whites
- 10. makeitclear.co.uk Visual branding Fashion Identify components Visual component two:Typography
- 11. makeitclear.co.uk Visual branding Fashion Typography GUCCI CHANEL BURBERRY ZARA DOLCE&GABBANA Christian Dior DKNY RALPH LAUREN T E D B A K E R TOPSHOP Serif Sans Serif Signature Granjon Bold SF New Republic Didot Bold Didot Bold Futura Medium Cochin Bank Gothic ITC Fenice Futura Medium Condensed Gotham Thin
- 12. makeitclear.co.uk Visual branding Fashion Identify components Visual component three: Detail
- 13. makeitclear.co.uk Visual branding Fashion Detail High details Lacoste Versace Ralph Lauren Burberry Vivienne Westwood Christian Louboutin Subtle details Pandora Stella McCartney Catherine Malandrino Cole Haan H&M
- 14. makeitclear.co.uk Visual branding Fashion Analyse
- 15. makeitclear.co.uk Visual branding Fashion Whole set OUTLIERS STRONG COLOUR SUBTLE DETAILS MIXED FONT SERIF TYPEFACES HIGH DETAILS LUXURY COLOUR
- 16. makeitclear.co.uk Visual branding Fashion Conformists SERIF TYPEFACES HIGH DETAILS LUXURY COLOUR
- 17. makeitclear.co.uk Visual branding Fashion At least two matches SERIF TYPEFACES LUXURY COLOURHIGH DETAILS
- 18. makeitclear.co.uk Visual branding Fashion Non-conformists OUTLIERS STRONG COLOUR SUBTLE DETAILS MIXED FONT SERIF TYPEFACES HIGH DETAILS LUXURY COLOUR
- 19. makeitclear.co.uk Visual branding Fashion Who else thinks and talks about fashion?
- 20. makeitclear.co.uk Visual branding Fashion Fashion magazines
- 21. makeitclear.co.uk Visual branding Fashion Fashion blogs
- 22. makeitclear.co.uk Visual branding Fashion Questions
- 23. makeitclear.co.uk Visual branding Fashion Questions Are brand and market position related? How do form and corporate function interact? Fashion brands -vs-fashionable brands. What can we read into font, detail, colour pattern, and how do different audiences see them?
- 24. Established 1991 • Based in Old Street, London • 17 Employees A Strategic Brand Consultancy About the presenters Ali Nicholl is the brand strategy lead and Barry Leonard is a brand designer at Make it Clear, the strategic brand consultancy. info@makeitclear.co.uk www.makeitclear.co.uk @ac_nicholl @make_it_clear