BRAND AND IDENTITY ASSIGNMENTS

ASSIGNMENT 4.1:

‘Origin of Logos

In this exercise you will need to choose different logos to practice on. This will help you understand and
identify their origin. Reflect on the logos that you used on your Perceptual Map in A2.2. This should be a
list of all of your competitors. With this list, you should have a decent bank of logos to work from.

For each of the logos, you should try to identify the following elements:

 What typeface is being used?

o What does this choice reflect about the brand itself?
o What values are brought forward for each brand?
 What colors are used in the logo and why are these significant for each competitor?
o How are they different from each other?
o What are the differences in color telling you about which values each Brand is
competing on?

For each logo write 3 personality attributes.

This assignment will not be graded and will not count towards your final grade.

Please submit as a PDF.

 What typeface is being used?

 The typeface being used is Sans Serif.
o What does this choice reflect about the brand itself?
o They have put across clean and minimal representation for the brand – Pond’s.
o What values are brought forward for each brand?
o The typeface used shows that Pond’s wants to keep it clean, simple and minimalistic.
 What colors are used in the logo and why are these significant for each competitor?
 Pond’s has used black and white. Again keeping it minimal and to the point.
o How are they different from each other?
o Others use various colours to bring to the forefront the values that they stand for.
o What are the differences in color telling you about which values each Brand is
competing on?
o Pond’s is betting on simplicity and straightforwardness. Seba Med on the other hand
has used green for health and pink for a feminine representation
BRAND AND IDENTITY ASSIGNMENTS

 What typeface is being used?

 The typeface being used is Sans Serif.
o What does this choice reflect about the brand itself?
o They brand wants to be approachable and friendly.
o What values are brought forward for each brand?
o The typeface used shows the minimalistic nature of the brand.
 What colors are used in the logo and why are these significant for each competitor?
 Compared to Pond’s, Seba Med has two bright colours. It has gone to show depth and
character of the brand instead of keeping it at black and white like Pond’s.
o How are they different from each other?
o Pond’s has used black and white.
o What are the differences in color telling you about which values each Brand is
competing on?
o Seba Med is betting on green for health and pink for a feminine representation.

--