DEVELOPING A BRAND NAME

Name.
PRESENTED BY: MIKEE LYKA MENES
 Brand
A type of product manufactured by a
particular company under a particular name.

Tagline
A catchphrase or slogan, especially as
used in advertising.

Logo
A symbol or other design used to
identify products or services
 refers to the name, sign, design that will
differentiate your product from your competitors.
Your brand development
process should always
follow these major steps:
 Datu Puti” is one of the nine Bornean Datus
during the pre-colonial period but he does not
own the vinegar brand.
Datu Puti traditional palm vinegar was owned by
the Reyes family who got the brand’s name
from their mother’s surname “Puti”.

Niveus is Latin for snow white- the purity of this

image is reflected in the color of the company’s
skin cream.
 In Korean sam means three and sung means
star, so Samsung literally means tristar or three
stars. The number three meanwhile represents
something “big, numerous and powerful”.
• Who would be your customers?
• How do you describe your brand?

Consider the following set of questions while

having a more in-depth look at your brand:
• How do we do things differently?
• What are our core values?
• What are our mission and vision?
• Consider the vision of the famous e-commerce company –
Amazon – as an example:
• “to be Earth’s most customer-centric company, where
customers can find and discover anything they might want to
buy online, , and endeavors to offer its customers the lowest
possible prices.”
i. Wordmark
Also known as Logotype, a Wordmark is a font-based type of
logo that solely depicts the brand’s name.
ii. Symbol Logos
This type of logo incorporates a symbol or an icon without the
presence of any text.
iii. Combination Logo
As the name suggests, a Combination Logo combines a picture,
symbol, or icon with text. This is a relatively safe technique to
create your logo as it keeps the audience from guessing what
brand it is.
According to research, colors can increase brand recognition by
80 percent.

Every color evokes a unique type of mood or feeling. Therefore,

your logo can do wonders for your company if it comprises
colors corresponding to the feelings or impression you wish to
instill in your target audience. Alternatively, you could use
colors to convey the values of your company.
Another research indicates that Red
increases metabolism and enhances your
appetite.

In contrast, Black generates classic and

deluxe vibes.

Fun Fact: Blue is the most popular choice of

color when it comes to logo design.
Upon analyzing the logos of Fortune 500
Companies, it appeared that most
companies preferred combining two colors
while designing their company logos.

Here’s The Full Breakdown:

• Two colors – 43%
• One-color –37%
• Three color – 14%
• Four color — 5%
• Five colors or more — Less than 1%
• Is it scalable? Scalability ensures that your
logo retains its spirit upon getting used to
various applications.

• What is the typeface like? If your logo is a

wordmark or a combination type, you can
NEVER afford to disregard the importance
of a typeface. So, the first thing to consider
is the selection of fonts.

Did you know that 73 percent of Fortune 500

companies use the San Serif font? The reason is
simple: it is easier to get a grasp of.
Moreover, it is essential to see to it that your logo is free from
the following:
1999 to 2012: The familiar colors
• Faulty capitalization
• Too many fonts
• Unreasonable font sizes
• Inconsistent spacing

2012 to today: The final version

• What about proportion and symmetry? - If one part of your
logo outweighs the other, it best balances it.
i. Double Meaning Picture

You can take your creativity to

the next level and employ a
couple of images merged into
one—the double visual
entendre.
Using negative spaces, you can also pack your logo with an
obscured image. Negative constitute spaces and areas around
and between the main element of your logo.
ii. A Story Behind The Curtains
You can take your creativity to the next level and employ a
couple of images merged into one—the double visual entendre.
iii. A Timeless Design
If you want your logo to last for the next 100 years, don’t buy
into adding something that would eventually fade out..
 “The ability to simplify means to eliminate the unnecessary so
that the necessary may speak” — Hans Hoffman

According to Pam Moore, 5 to 7 observations are enough for

anyone to get familiar with a logo. The simpler your logo is, the
easier it will be to make it memorable for the target audience.
“Let’s take a moment to recall—begin with knowing your brand,
then explore your options, get the colors right, analyze its
versatility, add a unique touch, and finally, make sure it doesn’t
contain unnecessary elements.
Directions: Create your own Business Logo. (30 points)

Criteria Excellent, Advanced Proficient, Above Basic, Average

(10) Average (8) (5)
Attractiveness The overall Overall graphic balance Colors, backgrounds,
appearance and organization of the and/or text are not
of the logo is pleasing. logo is acceptable. There used
Titles, text, colors, and is an appropriate balance effectively, but are
graphics are of easy to read titles, readable. Icons and
exemplary. text, colors and graphics. other graphical
The logo is attractive The logo is attractive but elements
and promotes limited viewer don’t seem to serve any
stimulates the viewers interest. useful purpose other
interest. than for decoration.
The
logo is unattractive or
distracting.
 Criteria Excellent, Advanced Proficient, Above Basic, Average
(10) Average (8) (5)
Layout/Design There is unity and There is adequate Project has text and
consistency among unity graphics however;
text but some they
and graphic inconsistency lack or have too
elements. among text and much
Text and graphic graphic white space. There
elements are elements. Text and is
arranged to graphic elements little unity and
create an are consistency among
organized arranged but lack the
white space. appropriate white text and graphic
space elements.
appearing cluttered.
 Criteria Excellent, Advanced Proficient, Above Basic, Average
(10) Average (8) (5)
Creativity Express original Light original idea Lacks original idea
idea

Realism Content is evident Content Somewhat Lack of content is

evident evident
A catchphrase or slogan, especially as used in
advertising.
• Simple: It can be understood in one reading and is not open
to interpretation.

For example, Nike’s ‘Just Do It’ is a great tagline because it is

short, sweet, and to the point.

• Memorable: It is easy to remember and recall. This is

important because you want your tagline to be the first thing
that comes to mind when someone thinks of your brand.

KFC’s tagline ‘Finger Lickin’ Good’

1. Write down in one or two sentences what you do and what
benefit do your customers get when they use your
product/service.

2. Trim the sentence to form meaningful 3-5 word

phrases/sentences.

3. Choose the sentence/phrase you deem fit.

 KISS

Taglines are useless if your target audience fails to understand

what you wanted to communicate.

Don’t overcomplicate the process. Don’t go for complex words

as they are less memorable. Try to communicate the benefit
using less words and simple words.
 Use Emotional Words

Adding some emotional words will help you connect with the
audience on a personal level.

For example, instead of using “we invest your funds better” you
can say “we grow your wealth better”. This small change will
make a big difference.
 Use First Person Pronouns

Using “you” and “your” throughout the tagline makes it sound

more personal. It tells the reader that you’re talking directly to
them.

You can also use first-person pronouns such as “I”, “me”, and
“we”.
 Use Active Voice

When writing your tagline, make sure to use an active voice.

This means that the subject of the sentence is doing the verb.

For example, “your wealth is grown better by us” doesn’t evoke

the same response as “we grow your wealth better”.

The former sounds like it’s all about the company, while the
latter sounds like it’s about the customer.
 Nike: “Just Do It”

Nike was initially known to

be an athletic shoe brand.
But with its tagline, it has
been able to endear a
wider audience who aren’t
athletes to its brand. It has
done this by putting out
the message that anyone
can do anything.
 McDonald’s: I’m Lovin’ It

McDonald has since 2003

been using this tagline, and
apparently not looking to
change it anytime soon.

The “I’m lovin’ it” tagline

also doubled as a jingle
that was a household
rhythm. It has since
become a recognizable
part of the brand.
 Toyota: Let’s go places

Toyota has a simple tagline,

"Let's go places", that
implies that Toyota is the
one to get you to those
places. It's straightforward.
It's concise. It's memorable.
Directions: Create your own tagline. (40 points)
10 8 5 3
Craftsmanship The tagline is The tagline is The tagline is The tagline is
exceptionally attractive in acceptably distractingly
attractive in terms terms of attractive messy.
of neatness. Well neatness. Good though it may
constructed and construction be a bit messy.
not messy. and not very
messy.
Creativity Tagline is Tagline is Tagline is The tagline does
exceptionally creative and a creative and not reflect any
creative. A lot of good amount of some thought degree of
thought and effort thought was put was put into creativity
was used to make into decorating decorating it.
the banner it
Directions: Create your own tagline. (80 points)

10 8 5 3
Originality Exceptional use of Good use of Average use of No use of new
new ideas and new ideas and new ideas and ideas and
originality to originality to originality to originality to
create tagline create tagline create tagline create tagline
Grammar There are no There is 1 There are 2 There are more
grammatical grammatical grammatical than 2
mistake. mistake. mistake. grammatical
mistakes.