Assignment 7 - Brand Management

Brand Management
Assignment - 7
This assignment aims at determining the Brand

Personality of few popular brands while looking at
the personality traits as described by Jennifer
Aaker and other characteristics of a brand like
the color, logo, name and typeface.
Zafar A. Khan
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4/26/2010
CONTENTS
Brand Name 3
Components of a Brand name 4
Types of Brand names 5
Brand Logo 13
Components of an Effective Logo 14
Logo Formats 15
Analyzing Logos 17
Meanings of different Shapes and Symbols 18
Psychology of shapes and symbols 21
Brand Color 22
Importance of Colors in Branding
Colors and Health
Colors and Emotions
Colors and Gender
Color Usage – Significance
Brand Typeface 3
Classification of Typefaces
Elements of a Brand Typeface Analysis

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BRAND NAME
Brand Name is one of the most essential and important aspects of a brand. While
choosing the name of a brand, a lot of things have to be taken into consideration
because of the immense importance attached to the name of the brand. The
importance of the Brand Name can be judged from the fact that it differentiates and
distinguishes the brand in question from its competing brands. For instance, the
name ‘Gold Leaf’ differentiates the brand from its counterparts like Dunhill etc.
Components of a Brand Name
Some of the things that should be kept in mind while choosing brand names are as
follows:
• It should be easy to memorize and pronounce because if this is done, the

recall and recognition (Awareness) can be increased many folds or in other
words simple names are easy to memorize and remember.
• It should be easy to say and spell because this factor, if present, will add to
the awareness of the brand at a macro level and chances are there that the
placement of the brand in the evoke set would be made easier.
• It should allude to the product that bears the brand name. The Brand Name
should carry a casual or indirect reference to the product being offered.
• The name itself should evoke positive mental image and emotional reaction
that eventually will bestow a positive image to the brand itself.
• It should avoid any negative or offensive references to anything, be it a
name, place etc. and has a negative attached to it.
• It is advisable if it provides directly or gives a hint towards the product
function or benefits.
• It should sound appropriate and above all since it provides a distinguishing
point from its competitors, it should be unique.
• It should provide the ease of translation into other languages. Since today
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more and more brands are moving into the global arena, establishing
presence in multiple nations, translation is a crucial factor, which is required
to localize the brand for the local targets.
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Types of Brand Names
After discussing the key success factors for choosing brand names, another
important consideration is that what are the types of brand names being used by
different brands. The types of brand names for a business usually fall into one of
the following categories (Popular types of Brand Names, 2010):
• The owner’s name or Names: These types of

brands have their owners name serving as the
name of the business, such as H. Karim Buksh,
Tapal etc., which are named after its founder
owner. This type of brand name is especially
suitable for small businesses and sole
proprietorships and this turns out to be an easy
and an effective approach.
• Abbreviation Names: This type of brand name

basically abbreviates the longer business name
into an abbreviation like IBM (International
Business Machine). This type requires investment
of time and money in order to create brand
recognition. If the prerequisites of this type of
name are not met the brand will end up with a string of initials that mean
little to consumers, or the brand will end up with a generic name.
• Geographically anchored Names: These are dime-a-dozen names that

work to capitalize on a known local landmark or geographic indicator For
example Lahore Chatkhara, Karachi Barbeque etc. Most names of this kind
blur into a group of like-named entities.
• Descriptive Names: These are names that describe a business’s offering or

brand promise for example Adidas, Surf Excel etc. These utilize the obvious
and logical to penetrate the market place quickly and establish a position of
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leadership and dominance (Identifying Concepts, 2009).

• Borrowed interest Names: These are names that use existing words that
don’t directly reflect the brand’s offerings or promise but that can be linked
to a brand’s essence and promise through marketing efforts rather than
through direct translation.
• Fabricated-word Names: These are names that combine acronyms, words,

or syllables to form previously unknown words and brand names. Because
they’re newly invented words, fabricated names are usually available
for trademark protection, and the domain names that contain them are likely
to be available, too.
• Invented Names: These names contain a distinct brand name that allows it
to stand out amongst the industry and quickly establish a position of
leadership. There are three main ways of inventing brand names (Names
and Brands, 2008). Firstly, by syllable combinations, this involves, randomly
combining syllables of words. Secondly by randomly substituting letters to
produce multiple variations of a word I.e. Pattern based word generation.
Last but not least by Word fusion i.e. combining beginning and end of
existing words to produce new words.
• Connotative Names: These names combine the qualities of descriptive and

invented brand names to create a unique brand in the market place.
• Bridged Names: These names combine two brand names; generally, as a

result of a merger or acquisition for example the Pakistan operations of ANZ
Grindlays were renamed to Standard Chartered Grindlays after the
acquisition.
These above mentioned are the standalone names of brand name types but
generally the brand name comprises of one or more types of the above mentioned,
for example, Aston Martin, takes its name from the "Aston Hill" races (near Aston
Clinton) where the company was founded and its founder, Lionel Martin (Wikipedia,
2010).
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BRAND LOGO
The company logo is the foundation stone of the firm's branding elements. Many
firms regard their logos as a visual depiction of their reasons for existence into the
arena. A great logo would indeed help build the firm; it also plays a vital role in
representing it. On the contrary, a weak or confusing logo can detract from the
value that the firm brings. In short, the brand logo is the visual expression of the
Brand Identity.
Components of an Effective Logo
Ignoring the design aspect of logos, an effective logo should be unique, for instance
it doesn’t get into stuff that other counterparts are also doing. Moreover, it should
instantly communicate the nature of the business, product, or service. This can be
interpreted in two ways, literal or abstract. An example of the abstract
interpretation is the well-known Burger King logo, a burger. On the other hand,
Citibank’s “blinking eye” symbol, used prior to Citicorp’s merger with Travelers
Group (Separate You’re Business from the Competition by Branding and
Positioning, 2006), was more abstract, having nothing directly to do with banking,
but representative of the company’s tagline , The City never sleeps.
Moreover, a logo should be appealing to the target audience. The usage of suitable
color scheme is of immense importance. While being into the business selling a
highly sophisticated service or a product, for example a banking service, using
sharp colors might not be a good for example Silk Bank uses hot pink in its logo. It
should be able to withstand the test of time. When considering a logo design, it’s
not advisable to go for a new logo every two years. Thus, it is never a good idea to
stylize the design to such a point that it will become unusable once the current fad
goes out of fashion. Classic and timeless are the words to keep in mind.
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A good logo is usable in all types of communication mediums. For instance, if a logo
only looks good in color and it is advertised mainly in local newspapers, this will
present a production problem. The symbol will become distorted, if not unreadable.
Moreover, an effective logo supports the USP being offered by the brand for
example, if a brand is trying to communicate low prices then the logo should
support that image. Last but not least a logo should be Legible. This seems pretty
obvious but many brands use typefaces and images that can't be printed or carried
to a large sign. A logo should clearly identify the company and that can’t be done if
people don't understand it.
Logo Formats
There is a variety of logo formats being applied in the business world these days.
Some of them include (Identifying Concepts, 2009):
• Word mark: It contains just the brand name without any accompanying
visual symbol because the name itself is distinct and unique enough for
example Microsoft®.
• Letterform: It generally utilizes the first letter of the brand name to create a
distinct letterform that establishes visual ownership of that letter for example
McDonalds has one of the most recognized logos in the world, ‘M’.
• Emblems: Emblems generally are a visual mark or symbol which

the brand is inextricably connected to. They often look like shields which is
where they originate from.
• Pictorial: It generally utilizes a common, yet strong visual pictorial icon or

symbol to establish visual ownership of that image for example Apple.
• Character: It is similar to a pictorial style logo, but the visual image is

personified giving it a life of its own that acts as an ambassador for the brand
for example John Players Gold Leaf and its logo bearing a sailors picture.
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• Abstract: Abstract Logos normally contain visual symbols that convey a big
idea or brand attributes and often embodies strategic ambiguity. This type
of brand logo is the most difficult to succeed with.
Analyzing Logos
In order to interpret the logos and find the meaning that is embedded in them,
some essential guidelines have to be followed and answers to the following
questions should be looked for:
• Is it Simple? Complex logos are difficult to remember and it takes time to

register in the mind and achieving recall is difficult. At the same time, it will
present many issues when that logo is scaled to fit smaller applications.
Analyzing the most successful brands and their logos, this can be observed
that that they are simple shapes or forms for example Apple, Google, etc.
• Is it Scalable? A successful logo has to work in a 1″ by 1″ application or in a
billboard size. This is achieved by simple images and the right typography.
Many companies in their brand guidelines develop different logo applications
with minor modifications to ensure that their logo will work at any size.
• Does the typography fit the logo or the imagery? Typography is an essential
element and it should fit the logo or the imagery. The main goal of a logo is
to be recognizable and easily readable.
• Are the colors in contrast? The logo should be in contrast with the colors, the
elements and shapes of the design.
• Are the colors appropriate? Color is one of the most important aspects of a
logo. Different colors have different meanings and they tend to monitor the
interaction of people towards the brand.
Meanings of different Shapes and Symbols
Shape is one of the basic elements of design. Alone or in combination with other
shapes or lines they can convey universal meanings as well as guide the eye or
organize information. The three basic types of shapes are geometric, natural, and
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abstract. (Shapes, 2010)

• Geometric shapes are structured, often symmetrical shapes. These include
squares, circles, and triangles but also octagons, hexagons, and cones. In
addition to the basic square, circle, other geometric shapes have specific
meanings. An octagon, especially a red one, usually means stop. A starburst
is commonly used to grab attention and identify something that is new,
improved, or 'on sale.'
• Natural shapes are found in nature or they can be manmade shapes. Leaves
are an example of a natural shape. An ink blob is a natural shape. Natural
shapes are often irregular and fluid. These can add interest and reinforce a
theme. Rather than a plain box, frame text with a coiling rope or a spray of
leaves or flowers. Use a freeform, non-symmetrical shape to convey a feeling
of spontaneity.
• Abstract shapes are stylized or simplified versions of natural shapes. Some

examples of abstract shapes are alphabetical glyphs, icons and symbols.
Psychology of Shapes and Symbols (The Meaning of Shapes - Developing

Visual Grammar, 2006)
Shape/Symbo Meaning
l
• Represents the eternal whole.
Circle • Circles are graceful and their curves are seen as

feminine.
• Warm, comforting and give a sense of sensuality and

love.
• They protect, they endure, they restrict.
• Suggest community, integrity, and perfection.
• Completeness suggests the infinite, unity, and harmony.

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• They are stable shapes.
• Familiar and trusted shapes and suggest honesty.
Square/Rectan
• They have right angles and represent order, mathematics,
gle rationality, and formality.
• Stability, equality, solidity, security, rationality and honesty.
Triangle • Can be stable when sitting on their base or unstable when

not.
• They are balanced and can be a symbol for law, science, and
religion.
• The strength of triangles suggests masculinity.
• Convey progression, direction, and purpose.
• Are expressions of creativity
• Convey ideas of fertility, birth, death, expansion, and

transformation.
Spiral
• Represent trust during change, the release of energy and
maintaining flexibility through transformation.
• Clockwise spiral – Projects expression of an expression.
• Counter Clockwise Spiral – Fulfillment of an interaction.
• Balance, progress, direction, initiation, development.
• Places attention on something to be experienced

• Attracts people who are striving to focus on their goals
Pentagon
• Contains a spiritual or metaphysical trigger

• Communication, interfacing, balance, union
Hexagon
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BRAND COLORS
Different colors have different meaning to different people in general. The meaning
of colors varies depending on one's culture, race, gender, and even age. Selection
of a particular color to target a market is of immense importance. Moreover,
different colors have different connotations in different cultures across the world for
instance; white is often associated with weddings in North America and evokes the
feeling of innocence. In Eastern cultures, white signifies death. It’s imperative for a
dress designer to choose the color for wedding dresses when making and selling
stuff in china.
Importance of Colors in Branding
The importance of visual elements cannot be ignored when studying the purchase
behavior of different products/services. According to a research conducted by the
secretariat of the Seoul International Color Expo 2004, 92.6 percent said that they
put most importance on visual factors when purchasing products. Only 5.6 percent
said that the physical feel via the sense of touch was most important. Hearing and
smell each drew 0.9 percent.
According to another research people make a subconscious judgment about a

person, environment, or product within 90 seconds of initial viewing and that
between 62% and 90% of that assessment is based on color alone (CCICOLOR –
Institute of Color Research)
Colors and Health
The relation between health and colors has been there for centuries as evident from
the Egyptian culture where doctors used to bathe patients in colors of light to heal
diseases. In modern time the healing capabilities of colors are still utilized to
diagnose different ailments.
Red energizes the liver, scarlet increases blood pressure, purple lowers blood
pressure, orange strengthens lungs and increases calcium metabolism, green
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activates sympathetic nervous system, and, yellow energizes the alimentary tract.
Blue stimulated the sympathetic nervous system the most and the red and green
the least. This system is responsible for heartbeat, blood pressure and perspiration.
(Color Meaning, 2002)
Colors and Emotions

Colors affect different people in different ways. Testing the association between
colors and emotions, it was found that yellow, orange, and blue are happy colors,
and red, black and brown as sad colors. These emotions (happy vs. sad) were
similar across age groups and had the same types of instilled emotions about
specific colors.
Kotler (1973) indicated that atmospherics such as noises, sizes, shapes, scents and
colors could help create attention, convey messages, and create feelings that might
increase purchase probability. Although, color is related to feelings about retail
environment, it also affects distraction and influences anxiety. (Singh, 2006)
Colors and Gender

There are differences in the perception of colors between genders. From this it can
be deduced that men are more tolerant of gray, white or black than women and
that women react to the combinations of red and blue more frequently, and get
confused and distracted more than men.
Similarly as the science of colors illustrates that different color are combined to
make new colors. Some color combinations are of preference for adults for example
combination of red and blue is preferred by adults. These results suggest that there
are gender differences in the perception of color.
Transformation of Color Meanings into Emotions
Different colors have different meanings and connotations attached to them for
example purple is the color for royalty and white is the color of purity. When colors
are used in designing the visual identity of a brand, the meanings of these colors
translate in a way to the meaning of the brand itself, for example usually milk
brands utilize white color to design their visual identities. The reasons for doing so
may be firstly the nature of the product I.e. milk is white in color so white in the
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visual identity aids that and secondly the literal meaning of the color i.e. purity and
cleanliness. This meaning translates into an advantage and benefit for the brand
because milk is meant to be pure and clean.
Usually zodiac signs are used in conjoint with the planets of the solar system. The
reason for this is that each sign of the Zodiac has its planetary ruler and unique
characteristics emanating from that planet. Each sign radiates its own hues and
color. The spectrum of colors with each of the signs of the Zodiac signifies
psychological, spiritual, and physical energies special to that sign. Below is a
detailed explanation of some colors and their meanings:
Color Description Celestial Zodiac Healing Mantra

Think fire and blood - Red
rushes to us with messages Boosts energy,
of passion, primal urges, Mars Aries protection, I am ignited
Red action, pleasure, vibrancy, enhances libido
radiance, and love.
A nice subdued blend
between the aggressive red Aids decision
and the high-pitch of yellow - making,
Orange is about harmony, Mercury Gemini enhances cheer I am satisfied
Orange aspiration, sociability, , confidence
contentment, and and assurance
intelligence
Worshipped in the form of
Helps vision,
the sun - Yellow is all about
enhances
radiating creativity, Sun Leo I am centered
confidence and
Yellow protection, intellect,
communication
positivity and clarity.
The fresh start of spring
brings waves of Green and Promotes
with it comes attributes of Venus and Libra and compassion and
I am accepted
youth, sentimentality, Earth Taurus overall physical
Green
nature, adventure, growth health
and health.
Look to the sky for the
Heals the sense
meanings of Blue - open
organs, aids in
spaces, freedom, Jupiter Sagittarius I am expansive
balance and
Blue imagination, expansiveness,
self-expression
inspiration, and sensitivity.
Similar to the attributes of Saturn and Capricorn Provides clarity I am deep
blue, but Indigo's energy Neptune and Pisces of purpose, aids
Indigo runs very deep - consider spiritual healing
the unknown depths of the
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sea along with emotion,

strength, fluidity,
persuasiveness,
expressiveness, and
pervasiveness.
The hue of fragile flowers
Enhances
and sleepy sunsets, Violet
Uranus and Aquarius nurturing,
reminds us of spirituality, I am revolutionary
Moon and Cancer balances
Violet communion, grandeur, high-
sensitivity
ideals, devotion, and peace
Black is required for all other
Promotes
colors to have depth and
stability and
variation of hue - it's a
Saturn and Capricorn protection,
forceful feature and I am endless
Pluto and Scorpio heals
Black represents formality, dignity,
misunderstandi
force, convention, stability,
ng
and zero-tolerance.
Contemplate the brilliance of
a new white snow and how it
pulls a blanket of peace over Promotes
everything it touches - White Mercury and cleansing, order
Virgo I am illumined
stands for peace, cleansing, Moon and establishes
White
illumination, purity, clarity
innocence and the highest
kind of understanding.
Color Usage – Significance
Color is an important consideration in a brand identity system. They have a

significant impact on people’s emotional state. In certain instances they tend to
impact people’s ability to concentrate and learn. They have a wide variety of
specific mental associations. In fact, the effects are physiological, psychological,
and sociological. (Daye, 2006)
Colors also have a functional impact on readability, eye-strain, ability to attract

attention, ability to be seen at night, etc. For instance ‘Yellow’ is regarded as the
most visible color amongst all.
It is advisable for a particular brand to ‘own’ some colors more commonly known as
the corporate colors. Such colors provide an additional recognition cue.
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BRAND TYPEFACES
Typeface is one another important factor of a brand corporate identity. While

choosing a typeface there are some fundamental
decisions to be made, is it to be serif, sans serif,
script, condensed, bold, light, extended, italic,
capitals, lower case etc ( For more information refer
to Typography Glossary). Thousands of combinations
of the above exist from which the brand may have to
choose and this thing should be kept in mind that
these choices say a lot about the brand itself.
Type can indicate the brands nationality,
cultural roots and historical period. Often
type is used by consumer brands to
reinforce origin either perceived or
real. Type tells a lot to the consumer and
helps to position the brand in the sector. A
typeface can be used to align a brand to
a sector or stand out from the crowd for
example Virgin’s use of the scripted V,
visually reinforces the brand’s
differentiation from the traditional corporation. Similarly a typeface can be
adopted to signify belonging. In this case being different is not an advantage.
These choices are part of developing your brand strategy and quickly connect
you with the values of your customers.
Typeface Classifications
In order to create a typographic layout the first and the foremost thing that should
be considered is that when to use a style type and when not use it. In order to do so
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it is imperative to study the different classification of typefaces. Typefaces are

classified by appearance and most fit into one or more categories. In general,
different type styles (bold, italic, bold italic) may be used with each type of
classification. Though there are hundreds of classifications, but some of the most
important ones are as follows: (Adobe Print Publishing Technical Guides, 2009).
Black letter: The blackletter classification may also be referred to as the Old
English, Text or Gothic. This form gains its popularity due to its use
throughout the era of scribes Christendom until the end of World War
II. Now they are primarily used as display types.
These type faces are very complex and ornate and may be difficult to read. Due to
this reason they are used for very special reasons such as advertisements,
invitations, diplomas, certificates or initial caps at the beginning of chapters or
paragraphs.
Decorative and Display: They are sometimes referred to as the novelty or

occasional. This classification includes typefaces of unusual or unique
designs that do not fit into any other classification.
These types are most effective when used in larger sizes such as for
headlines, titles and display purposes (e.g., advertisements).
Sans Serif: Typefaces in this category are without serifs. These types have a very
clean design and are very legible for display, special emphasis and text. However,
they should not be used for large bodies of texts because large
amount of text in sans serif can cause eye stress.
These are highly legible for display and text use, sans serifs generally
fall into one of four categories: Grotesque, Neo-Grotesque, Geometric and
Humanist.
Script: Typefaces falling in this classification generally resemble handwriting, with

styles ranging from formal to whimsical. Some of the typefaces in the
genre contain characters than are connected.
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These should never be used in all capital letters and as far as their uses are
concerned, they are used for greetings, announcements, invitations and
advertisements.
Slab Serif: These are also known as the Square serif or Egyptian. One of the main
differentiating factors that differentiate slab serif is that they are not that legible as
serif or sans serif.
Their strong, square finishing strokes are extremely useful for

commanding readers’ attention and this is the main reason why they
should be used for headings, advertisements, captions and initial caps.
Transitional: These typefaces have evolved from the ones used in the 16th and the
17th century. These typefaces are beautifully suited for text due to their
precision and regularity.
The axis of the round characters is vertical or barely inclined, the

contrast between hairlines and main strokes is slightly pronounced, and serifs are
thin, flat and bracketed.
Monospaced: All of the characters in a Monospaced typeface have the same

width. Most typefaces have proportionally-spaced characters, but
Monospaced characters are often required when setting text on forms,
financial statements and other documents where exact spacing is
required.
Optical: Optical fonts include versions whose design has been optimized to appear
best when printed at Display, Subhead and Caption point sizes as well
as when used at smaller text sizes. The subtle difference adds a
professional polish to any fine print piece.
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Elements of a Brand Typeface Analysis
When analyzing a typeface for a brand, following are to be analyzed:
• Serif: In typography, serifs are semi-structural details on the ends of some of

the strokes that make up letters and symbols. A typeface that has serifs is
called a serif typeface (Wikipedia - The free encyclopedia, 2010). A typeface
without serifs is called sans-serif. The first thing that is to be analyzed is that
does a type face have any serif’s. If yes, what type of serif does it have? Serif
fonts can be broadly classified into four subgroups: old
style, transitional, modern and slab serif.
• X-heights: The x-height or corpus size refers to the distance between

the baseline and the mean line in a typeface. Typically, this is the height of
the letter x in the font, as well as the u, v, w, and z. However, in modern
typography, the x-height is simply a design characteristic of the font.
Lowercase letters whose height is greater than the x-height either

have descenders which extend below the baseline, such as y, g, q, and p, or
have ascenders which extend above
the x-height, such as l, k, b, and d.
The ratio of the x-height to the body
height is one of the major
characteristics that define the appearance of a typeface. The height of the
capital letters is referred to as Cap height (Wikipedia - The free encyclopedia,
2010).
• Width: A characteristic of a typeface determined by the width of its

characters in proportion to their height. Typeface width is generally
categorized as condensed, normal, and expanded, with varying levels of
condensation and expansion. The terms that denote width are not
standardized and there is no precise formula for determining the width
classification of a typeface. Classifications include:
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Condensed/Compr Expanded/Exte
essed nded
Compact Wilde
Semi Condensed Semi Expanded
Condensed Expanded
Extra Condensed Extra Expanded
Ultra Condensed Ultra Expanded
• Structure: It is defined as the fundamental skeletal form of a character,

excluding details such as serifs, curve stress, and line weight. In some
scenarios the term structure is applied to different classifications of type
styles, such as black letter, sans serif, and others.
• Good contrast and Conflicting Typefaces: It is essential in choosing a

typeface that it matches the overall appeal of the logo or the visual identity.
In short every aspect should match the other one so that a synergy is
created and a uniform image is displayed. Mismatching typefaces should be
avoided as they portray a confused and conflicting image with the overall
theme.
• Weight: A characteristic of a typeface determined by the thickness of the

strokes that make up its characters. The terms that denote weight are not
standardized and there is no precise formula to determine the weight
classification of a typeface. Individual type designers and manufacturers
generally determine the weight designation for each typeface. Weight
classifications include:
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Thin Roman
Bold Semi Ultra

Bold Bold
Extra
Bold
Extra Light Medium

Light
Heavy
Book Regular Black
Ultra
Black
• Typeface and the Audience: While selecting a typeface for the target
audience this thing should be strictly kept in mind that the type should
match the audience and should be in contrast with it for example when
targeting a mature audience using a funky type face may not be a good idea,
whereas it is meant for younger ones.
• Typeface Classification: It is imperative to look at the typeface

classification as the importance of using the right thing in the right medium
cannot be ignored. Every typeface is intended to be used in a specific
location and medium.
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BRAND – Ariel
Brand Name Analysis Brand Logo Analysis
The brand name, ‘Ariel’, gets its name from Hebrew Characteristic Result
language and means, the Lion of God. Uniqueness Yes Fairly No
Yes
Characteristic Result
Communicates nature of Yes Fairly No
Ease of memorizing Eas Medium Har
product
Yes
y d
Appeals the target Yes Fairly No
Spelling & Pronunciation Eas Medium Har
audience
Yes
y d
Suitable color scheme Yes Fairly No
Reference of name to Can be referred with
Yes
product respect to power
Consistency of logo Yes Fairly No
Evokes positive mental Ye Fairly No
Yes
image s Yes
Usage in all mediums Yes Fairly No
Distinguishes from Ye Fairly No
Yes
competitors s Yes
Supports USP Yes Fairly No
Translation into other Same name globally
Yes
Languages
Legibility of Logo Highly readable
Brand Color Analysis

Brand Typeface Analysis
Colors Trait/Emotions
Used Characteristic Result/Finding
Energy, strength, power, Typeface Sans Serif
Red determination and protection. Classification
Type Style Bold Italic
Trust, loyalty, confidence and X-Height/ Cap Normal
Blue precision. Height
Width Semi Condensed
Youth, sentimentality, nature,
Green Weight Semi Bold, Heavy
emotional correspondence with
Contrast Good contrast with
safety and health. overall logo
Cleansing, illumination, purity, Serif/Sans Serif Sans Serif
White innocence, and perfection.
Audience Compatible
Compatibility
Brand Personality Statement Aaker’s Personality Traits

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BRAND – Capstan
Uniqueness Yes Fairly No
Characteristic Result Yes
Ease of memorizing Eas Medium Har Communicates nature of Yes Fairly No
y d product
Yes
Spelling & Pronunciation Eas Medium Har Appeals the target Yes Fairly No
y d audience
Yes
Reference of name to No reference to Suitable color scheme Yes Fairly No
product product Yes
Evokes positive mental Ye Fairly No Consistency of logo Yes Fairly No
image s Yes Yes
Distinguishes from Ye Fairly No Usage in all mediums Yes Fairly No
competitors s Yes Yes
Translation into other Same name globally Supports USP Yes Fairly No
Yes
Typographic Fit Typographically unfit
Brand Color Analysis Brand Typeface Analysis

Characteristic Result/Finding
Used
Fiery, Fierce, Competitive, Typeface Optical
Crimson Power. Classification
Type Style Bold
Illumination and perfection. X-Height/ Cap Normal
White Height
Width Normal
Weight Semi Bold, Heavy
Contrast Low contrast
Serif/Sans Serif Sans Serif
Audience Moderately Compatible
Compatibility
Capstan is a 25 year old, reliable and a Core Facets Traits

hardworking man. He is a technically oriented Dimension
person who believes in leading so that other Daring Daring
can rely on it. Confidence is one another trait Excitement Spirited Spirited
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that makes him a winner. Imaginative Unique

He is a ambitious, courageous, dominant, Reliable Hard
strong willed, positive, independent male. Competence Working
Dominance of his personality can be judged Intelligent Technical
by his commanding nature, bearing loyalty Successful Leader
from his subordinates. He knows the tricks of Ruggedness Outdoorsy Masculine
the trade and knows how to get things done Tough Rugged
using all his energy, creativeness and
resolution to get it.
BRAND – Coca Cola
The brand name, ‘Coca Cola’ gets its name from the Characteristic Result
combination of two words which are its ingredients too Uniqueness Yes Fairly No
i.e. Cocoa Leaves and Kola Nuts.
Yes
Characteristic Result product
Ease of memorizing Eas Medium Har Yes
y d audience
Spelling & Pronunciation Eas Medium Har Yes
y d
Reference of name to Direct Reference Yes
product
Evokes positive mental Ye Fairly No Yes
image s Yes
Distinguishes from Ye Fairly No Yes
competitors s Yes
Translation into other Same name globally Yes
Languages

Energy, strength, power, Typeface Script
Red determination, passion, primal Classification
urges, action, pleasure, Type Style Bold Italic
enthusiasm, joie de vivre, and X-Height/ Cap Normal
love. Height
Width Semi Condensed
Cleansing, illumination, purity, Weight Semi Bold
White innocence, and perfection.
overall logo
Audience Highly Compatible
Compatibility

Coca Cola is a 20 year old female bearing a
pleasant personality. She is family oriented,
Core Facets Traits
genuine, and modern in her own way. She is
athletic and outdoorsy and loves to hangout Dimension
make friends. She is the flavor of every Down-to- Family
Sincerity earth Oriented
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gathering and she is expected to be present

at every gathering so that she keeps the Honest Sincere
environment up and running. Cheerful Original
A spirited female with a deep insight towards Wholesome Friendly
life and knows how to keep things going. She Spirited Young
adapts to all kinds of gatherings very quickly Excitement Imaginative Unique
due to the flexibility of her nature. Up-to-date Contempor
ary
BRAND – Colgate
The brand name, ‘Ariel’, gets its name from its founder Characteristic Result
William Colgate. Uniqueness Yes Fairly No
Yes
product
Yes
y d
audience
Yes
y d
Reference of name to Indirect Reference
Yes
product
Yes
image s Yes
Yes
competitors s Yes
Yes
Languages

Red determination, passion, action, Classification
and love. Type Style Bold Italic
X-Height/ Cap Very High
Cleansing, illumination, purity, Height
White innocence, and perfection. Width Semi Expanded
Weight Extra Bold, Heavy
overall logo
Compatibility

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BRAND – Gillette
The brand name, ‘Gillette’, gets its name from its Characteristic Result
owner King Camp Gillette. Uniqueness Yes Fairly No
Yes
product
Yes
y d
audience
Yes
y d
Reference of name to Direct Reference
Yes
product
Yes
image s Yes
Yes
competitors s Yes
Yes
Languages

Aids in balance and self Typeface Sans Serif
Blue expression, trust, confidence, Classification
truth, calm and sincere, Type Style Bold Italic
precision, expertise and X-Height/ Cap Normal
stability Height
Width Normal
overall logo
Compatibility

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BRAND – John Players Gold Leaf
The brand name, ‘JPGL’, gets its name from its founder Characteristic Result
John Player. Uniqueness Yes Fairly No
Yes
product
Yes
y d
audience
Yes
y d
Yes
product
Yes
image s Yes
Yes
competitors s Yes
Yes
Languages

and adventure. Type Style Bold
X-Height/ Cap High
Knowledge, power, integrity, Height
Blue and seriousness, open space, Width Extra Expanded
freedom, inspiration.
Perfection, safety, successful Contrast Good contrast with
White beginning, simplicity. overall logo
Compatibility
JPGL is a 35 year old male who believes life is there to be
experienced; his pioneering spirit means that he will Core Facets Traits
always be looking to stretch himself and his horizons. Dimension
JPGL believes that its not about being strong; it is how Daring Exciting
Excitement Spirited Spirited
you choose to use that strength. He believes that good
Up-to-date Independent
things in life belong to everyone who is willing to make
Imaginative Unique
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an effort. You can achieve great things, especially if you Reliable Hardworking
all pull together. JPGL handles change capably and Competence Intelligent Intelligent
appreciates it for offering opportunities for new Successful Leader,
experiences and learning’s that enriches him as a person. Confident
He values his 130 years of learning. Ultimately he Sincerity Honest Sincere, Real
Outdoorsy Masculine
believes that you are the sum of your experiences. JPGL
Ruggedness Tough Rugged
can adapt to most places. He appreciates their
BRAND – Lipton
The brand name, ‘Lipton’, gets its name from its Characteristic Result
founder owner Sir Thomas Lipton. Uniqueness Yes Fairly No
Yes
product
Yes
y d
audience
Yes
y d
Yes
product
Yes
image s Yes
Yes
competitors s Yes
Yes
Languages

Energy, strength, power, Typeface Transitional
and adventure. Type Style Bold
X-Height/ Cap Moderate
Protection, intellect, positivity Height
Yellow and clarity, joy, happiness, Width Expanded
energy, fresh.
Weight Light Bold
Perfection, safety, successful Contrast Good contrast with
White beginning, simplicity, purity. overall logo
Serif/Sans Serif Thin, flat, bracketed
Serifs
Compatibility

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BRAND – Lux
Characteristic Result Characteristic Result

Ease of memorizing Eas Medium Har Uniqueness Yes Fairly No
y d Yes
Spelling & Pronunciation Eas Medium Har Communicates nature of Yes Fairly No
y d product
Yes
Reference of name to Direct Reference Appeals the target Yes Fairly No
product audience
Yes
Evokes positive mental Ye Fairly No Suitable color scheme Yes Fairly No
image s Yes Yes
Distinguishes from Ye Fairly No Consistency of logo Yes Fairly No
Translation into other Same name globally Usage in all mediums Yes Fairly No
Languages Yes
Type of Brand Name Invented Name Supports USP Yes Fairly No
Yes

Black Formality, dignity, force, Typeface Optical
convention, stability, Classification
protection, elegance and Type Style Bold
prestige. X-Height/ Cap Moderate
Height
Width Ultra Expanded
Weight Light Bold
overall logo
Compatibility

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BRAND – Mobilink
The brand name, ‘Mobilink’, gets its name from which Characteristic Result
is a combination of two words ‘Mobi’ (Mobile) and ‘link’ Uniqueness Yes Fairly No
(linking people. It signifies the need of connecting
Yes
people.
product
Ease of memorizing Eas Medium Har Appeals the target Yes Fairly No
audience
y d Yes
Spelling & Pronunciation Eas Medium Har Suitable color scheme Yes Fairly No
y d Yes
Reference of name to Direct Reference Consistency of logo Yes Fairly No
product Yes
Evokes positive mental Ye Fairly No Usage in all mediums Yes Fairly No
image s Yes Yes

Distinguishes from Ye Fairly No Supports USP Yes Fairly No


Black Formality, dignity, force, Typeface Sans Serif
convention, stability, Classification
protection, elegance and Type Style Bold Italic
prestige. X-Height/ Cap High
Height
Royalty, wisdom, creativity, Width Extra Expanded
Purple wealth, royalty, enlightenment, Weight Ultra Bold
arrogance, flamboyance,
gaudiness, pride. Contrast Good contrast with
Elegance, humility, respect, reverence, overall logo
stability, subtlety, wisdom, urban, Serif/Sans Serif Sans Serif
Grey/Silv strong emotions, balance, formality Audience Highly Compatible
er Compatibility
He is stylish and sophisticated and reflects a

unique classy look. He’s chic yet reliable.
He’s a responsible individual and a loyal
friend. He’s unique and original and
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completely understands your needs. He’s

intellectual and has an objective approach
towards everything. He lets his mind rule,
rather than letting the heart take over.
He’s rational and inspirational. He’s
innovative and confident. He has a unique
style of doing everything that marches to the
beat of his own drum. He loves to be there
for people who really need him.
BRAND – Nestle Fruit Juices

y d Yes
y d product
Yes
product audience
Yes
image s Yes Yes
Languages Yes
Type of Brand Name Owners Name Supports USP Yes Fairly No
(Henri Nestlé) Yes

truth, calm and sincere, Type Style Bold
precision, expertise and X-Height/ Cap Moderately High
stability. Height
Width Normal
Perfection, safety, successful Weight Extra Bold
White beginning, simplicity, purity.
overall logo
Compatibility
Determination and will power are the defining Core Facets Traits
characteristics of Nestle Fruit Juices. A young, Dimension
Sincerity Wholesome Original
vibrant, hardworking male, ages almost 23 Cheerful Friendly
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years. He bears a social personality and likes Excitement Spirited Cool, Young
Up-to-date Contemporar
interacting. Working out everyday enables his y
fitness. He enjoys life to the fullest and Competence Intelligent Intelligent
Successful Confident
believes being fit is being right. He has a very
Ruggedness Outdoorsy Masculine
deep insight into life and likes experiencing Tough Rugged
life in all of its flavors and to the fullest.
BRAND – Nestle Pure Life
The brand name, Nestle Pure Life, gets the first part of Characteristic Result
its name from the owner and the second part Uniqueness Yes Fairly No
describing a benefit, Pure Life.
Yes
y d audience
y d
product
image s Yes
competitors s Yes
Languages

Characteristic Result/Finding
Used
truth, calm and sincere, Type Style Bold
precision, expertise and X-Height/ Cap Moderately High
stability. Height
Width Normal
White Perfection, safety, successful Weight Extra Bold
beginning, simplicity, purity.
overall logo
Romance, love, and friendship. It
Pink denotes feminine qualities. Audience Highly Compatible
Compatibility
Pure Life is a married female with 2 kids. She Core Facets Traits
is a very responsible mother who makes Dimension
Down-to- Family
every effort to take the best care possible of Sincerity earth Oriented
her kids and family. Culture is deeply Honest Sincere
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Cheerful Original
embedded in her and she sticks to her family Spirited Young
traditions. Healthy living is one of the most Excitement Imaginative Unique
Up-to-date Contemporar
valued things by her and she makes all
y
possible efforts for the betterment of the Upper Class Good looking
Sophisticatio Charming Feminine
society as a whole. To an extent she is an
n
authoritarian and bears a commanding
BRAND – Surf Excel
The brand name, ‘Surf Excel’, gets its name from two Characteristic Result
words Surf (generic name for detergent powder) and Uniqueness Yes Fairly No
Excel (to be the best).
Yes
y d audience
y d
product
image s Yes
competitors s Yes
Languages
Colors Trait/Emotions Brand Typeface Analysis

Used
Aids in balance and self Characteristic Result/Finding
Blue expression, trust, confidence, Typeface Sans Serif
truth, calm and sincere, Classification
precision, expertise and Type Style Bold
stability. X-Height/ Cap Moderate
Height
Orange Joy, enthusiasm, fascination, Width Normal
happiness, creativity,
determination, attraction, Weight Extra Bold
success, strength, endurance, Contrast Good contrast with
encouragement, and overall logo
stimulation. Serif/Sans Serif Sans Serif
Romance, love, and friendship. It
Pink denotes feminine qualities. Audience Highly Compatible
Compatibility
Surf Excel is a 30 year old working mother Core Facets Traits

with two children. She is fully aware of her Dimension
priorities. She strives to get the best for her Down-to- Family
kids and family and this portrays the Sincerity earth Oriented
nurturing aspect of her personality. She is a Honest Sincere
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hard worker and knows how to strike the work Wholesome Friendly
life and personal life balance. She is Spirited Young
persistent and determined to succeed in Excitement Imaginative Unique
whichever endeavors she pursues. She is very Up-to-date Contemporar
caring and wants to get the best out of y
everything for her children. Reliable Hard
Competence Working
Intelligent Intelligent
BRAND – Tapal

y d Yes
y d product
Yes
product audience
Yes
image s Yes Yes
Languages Yes
Type of Brand Name Owners Name Supports USP Yes Fairly No
Yes
Colors Trait/Emotions Characteristic Result/Finding

Used Typeface Optical
Energy, strength, power, Classification
determination, passion, action, Type Style Bold
Red and adventure.
X-Height/ Cap Moderate
Height
Width Normal
White Weight Ultra Bold
Perfection, safety, successful
beginning, simplicity, purity. Contrast Good contrast with
overall logo
Compatibility

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BRAND – Telenor
The brand Telenor gets its name from the combination Characteristic Result
of two words i.e. ‘Tele’ communicating the nature of Uniqueness Yes Fairly No
the brand and ‘Nor’ communicating the origin i.e.
Yes
Norway.
product
Ease of memorizing Eas Medium Har Appeals the target Yes Fairly No
audience
y d Yes
Spelling & Pronunciation Eas Medium Har Suitable color scheme Yes Fairly No
y d Yes
Reference of name to Direct Reference Consistency of logo Yes Fairly No
product Yes
Evokes positive mental Ye Fairly No Usage in all mediums Yes Fairly No
image s Yes Yes

Distinguishes from Ye Fairly No Supports USP Yes Fairly No

Colors Trait/Emotions Characteristic Result/Finding

Used Typeface Sans Serif
Aids in balance and self Classification
expression, trust, confidence, Type Style Regular
Blue truth, calm and sincere,
X-Height/ Cap Moderately High
precision, expertise and Height
stability. Width Normal
Weight Normal
Black overall logo
Formality, dignity, force,
convention, stability,
protection, elegance and Audience Highly Compatible
prestige. Compatibility

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BIBLIOGRAPHY
(2010, 04 01). Retrieved 04 01, 2010, from Business Dictionary:

http://www.businessdictionary.com/definition/brand-equity.html
Adobe Print Publishing Technical Guides. (2009, 01 01). Retrieved 04 20, 2010, from
Typography Basics: Typeface Classifications:
http://www.bsu.edu/web/ucspubs/pdf/other/typeface_classifications.pdf
Color Meaning. (2002, 01 01). Retrieved 04 20, 2010, from Color Wheel Pro - Color Theory in
Action: http://www.color-wheel-pro.com/color-meaning.html
Consulting, B. (n.d.). BBDO Consulting. Retrieved 04 13, 2010, from BBDO Consulting:
http://www.bbdo-
consulting.com/cms/en/publikationen/brand_management/brand_management/publikation_
18.jsp
Crum, W. D. (2002, 01 01). Articles and Papers. Retrieved 04 13, 2010, from SDR
Consulting: http://www.sdrnet.com/article12.html
Daye, D. (2006, 11 06). Brand Identity: The Importance of Color. Retrieved 04 20, 2010,
from Brand Strategy Insider:
http://www.brandingstrategyinsider.com/2006/11/brand_identity_.html
Dictionary, B. (2010, 01 01). Business Dictionary. Retrieved 04 13, 2010, from

http://www.businessdictionary.com/definition/brand-image.html
Financial Management Resources. (n.d.). Retrieved 04 13, 2010, from

http://www.bizmove.com/finance/m3b3.htm
Haigh, D. (n.d.). Brands in the Boardroom - IAM Supplement. Retrieved April 13, 2010, from
http://www.brandfinance.com/Uploads/pdfs/BrandValuation_Whatandwhy.pdf
Identifying Concepts. (2009, 01 01). Retrieved 04 20, 2010, from Identifying Concepts:
http://identifyingconcepts.com/tag/invented/
Interbrand. (2004, April 01). Retrieved 04 13, 2010, from Brand Valuation:
http://www.marketingritson.com/documents/week1brandvaluation.pdf
Kevin Lane Keller. (2000, 01 01). The Brand Report Card. Harvard Business Review . Harvard
Business Review.
Marketing. (n.d.). Retrieved 04 13, 2010, from

http://en.mimi.hu/marketingweb/product_attributes.html
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Names and Brands. (2008, 1 01). Retrieved 04 20, 2010, from Names and Brands:
http://www.names-n-brands.com/
Our Businesses. (2009, 07 09). Retrieved 04 04, 2010, from Pakistan Tobacco Company:
http://www.ptc.com.pk/group/sites/PAK_7SHBXN.nsf/vwPagesWebLive/DO7SHC5E?
opendocument&SKN=1
Popular types of Brand Names. (2010, 01 01). Retrieved 04 20, 2010, from
http://www.dummies.com/how-to/content/popular-types-of-brand-names.html
Separate You’re Business from the Competition by Branding and Positioning. (2006, 11 10).
Retrieved 04 20, 2010, from Entrepreneurship:
http://blog.prosperlearning.com/entrepreneurship/?p=27
Shapes. (2010, 01 01). Retrieved 04 20, 2010, from About.com - Desktop Publishing:
http://desktoppub.about.com/od/elements/l/aa_shape.htm
Singh, S. (2006). Impact of Color on Marketing. Journal or Marketing , 783-787.
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from The Meaning of Shapes - Developing Visual Grammar:
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Assignment 7 - Brand Management

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Assignment 7 - Brand Management

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Brand Management

This assignment aims at determining the Brand

Types of Brand names 5

Meanings of different Shapes and Symbols 18

Psychology of shapes and symbols 21

Colors and Health

Colors and Emotions

Colors and Gender

Color Usage – Significance

Elements of a Brand Typeface Analysis

Components of a Brand Name

• It should be easy to memorize and pronounce because if this is done, the

• The owner’s name or Names: These types of

• Abbreviation Names: This type of brand name

• Geographically anchored Names: These are dime-a-dozen names that

• Descriptive Names: These are names that describe a business’s offering or

leadership and dominance (Identifying Concepts, 2009).

• Fabricated-word Names: These are names that combine acronyms, words,

• Connotative Names: These names combine the qualities of descriptive and

• Bridged Names: These names combine two brand names; generally, as a

Components of an Effective Logo

• Emblems: Emblems generally are a visual mark or symbol which

• Pictorial: It generally utilizes a common, yet strong visual pictorial icon or

• Character: It is similar to a pictorial style logo, but the visual image is

• Is it Simple? Complex logos are difficult to remember and it takes time to

Meanings of different Shapes and Symbols

abstract. (Shapes, 2010)

• Abstract shapes are stylized or simplified versions of natural shapes. Some

Psychology of Shapes and Symbols (The Meaning of Shapes - Developing

• Represents the eternal whole.

Circle • Circles are graceful and their curves are seen as

• Warm, comforting and give a sense of sensuality and

• They protect, they endure, they restrict.

• Suggest community, integrity, and perfection.

• Completeness suggests the infinite, unity, and harmony.

Triangle • Can be stable when sitting on their base or unstable when

• The strength of triangles suggests masculinity.

• Convey progression, direction, and purpose.

• Are expressions of creativity

• Convey ideas of fertility, birth, death, expansion, and

• Clockwise spiral – Projects expression of an expression.

• Counter Clockwise Spiral – Fulfillment of an interaction.

• Balance, progress, direction, initiation, development.

• Places attention on something to be experienced

• Contains a spiritual or metaphysical trigger

Importance of Colors in Branding

According to another research people make a subconscious judgment about a

Colors and Health

Colors and Emotions

Colors and Gender

Transformation of Color Meanings into Emotions

Color Description Celestial Zodiac Healing Mantra

sea along with emotion,

Color Usage – Significance

Color is an important consideration in a brand identity system. They have a

Colors also have a functional impact on readability, eye-strain, ability to attract

Typeface is one another important factor of a brand corporate identity. While

it is imperative to study the different classification of typefaces. Typefaces are

Decorative and Display: They are sometimes referred to as the novelty or

Script: Typefaces falling in this classification generally resemble handwriting, with

Their strong, square finishing strokes are extremely useful for

The axis of the round characters is vertical or barely inclined, the

Monospaced: All of the characters in a Monospaced typeface have the same