Mi5 - Brand and Logo 3

Brands & Logos
4/19/2012
Stphane GELY - Effectiv 2011
Overview
What is a brand ? Definitions, Characteristics Brand Identity Brand Equity Internal Branding Brand Management Brand Protection
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I
What is a Brand ?
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A quotation as an Introduction
our customers see themselves inside our company, inside our brand. Because they are a part of the Starbucks Experience
Howard SHULTZ CEO Starbucks Coffee
4/19/2012
Definition
Branding process of creating a corporate or product identity that makes the difference against your competitors Brand Name, term, sign, symbol, design, or some combination including history, reputation
Used to identify the firms products while differentiating them from the competitions
Consumers impression of people who use it, as well as their own experience
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Definition
Trademark: legal protection which confers the exclusive right to user brand name, trade mark, and any slogan or product name abbreviation Trade Dress: visual cues used in branding to create an overall look
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Branding interests for the cons.

A promise of. A relevant added value Convey more confidence Creates a memorable, positive experience A personality A unique and consistent look, feel, tone &voice Distinctive attributes
Branding Interests for the company

More impact of all messages Keeps current relationships strong
Provides employees with a greater sense of commitment

Legal protection of the brand, name, logo
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Branding Interests for the company contd.

Attracts new clients/customers Increase the loyalty Build barriers to entry Increase the performance
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Branding Interests Cont.

Nike = $150 tennis shoes Starbucks = $3 cup of coffee Porsche = $98,000 car
Successful brands create more value
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Brand characteristics cont.

1. Memorable
2. Meaningful.
3. Likeability
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Brand characteristics
4. Transferable.
5. Adaptable
6. Protectable 6. Universal
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Multifaceted Nature of Brand

Consumer based concepts
identity, logo, image, symbol, expression, and personality
Organisational concepts
positioning statements, cluster of values, vision, and risk reduction
Relational concepts
promises, trust and commitment, relationships, and experience with customers and other stakeholders
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Multifaceted Nature of Brand 2

Financial perspective
a resource or asset that creates value
above the water line (15%)
visible about the brand to the consumer i.e. the logo and name
below the water-line (85%) unseen value-adding processes
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Branding : six levels of meaning

Brands can convey six levels of meaning:
Attributes Benefits Values Culture Personality User
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II
Brand Identity
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1 Visual Identity
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Brand Dimensions
Brand Sensorial Identity
Visual Identity Audio Identity Tactile Identity Olfactive Identity Taste Identity
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Name
Logotype
Symbols
Brand Mark Design Sound Taglines We build smiles Advertising Characters
Smell Taste
Stphane GELY - Effectiv 2011 18
Visual Identity
The Logos
Definition Recognizable and distinctive graphic design, stylized name, unique symbol, or other device for identifying an organization.
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Visual Identity
The Logos
Evocative and powerful language Influence our perception :
Fashion
Societal
Cultural
Archetypal
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Visual Identity
The Logos
Symbol
Brand Name Tagline Slogan

Simply a pioneer.
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Visual Identity
The Logo, a long history
From 8th century BC
From 14th century
18th century
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Visual Identity
The Logos
Universal symbolism 5 basic shapes
pragmatism, riguour, reassurance
Square Earth,
4/19/2012
Triange Circle Evaluation, Space, Sky, action gather to privilege (status, interest) or to act. Stphane GELY - Effectiv 2011
Star Universal
.
23
Visual Identity
The Logos
Universal symbolism 5 basic shapes
Square or Rectangle Circle Triange Star
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Visual Identity
The Logos
WARN COLORS
Yellow
Warmest
Youth Force Eternity Happiness and optimistism Knowledge
Power and wealth

Fertility Promise of better
Sometimes assotiated with cowardice; or adultery
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Visual Identity
The Logos
WARN COLORS
Orange
The most flamboyant color (fire)
warmth
fun, happiness and energetic days, relaxation ambition. Outdoor activities
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Visual Identity
The Logos
WARN COLORS
Red
grab the attention. color of energy and action (light red) Solar, youth, intelligence, warmth, health, beauty (bright red) movement and excitement symbol of life, horizon and power love and giving force and power (purple red)
Night, female, secret, mystery, fire (dark red)
4/19/2012
Sometimes assotiated with danger and agressiveness
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Visual Identity
The Logos
COLD COLORS
Grenn
color of growth, nature, and money. calming pleasing to the senses. conservative, masculine and wealth (dark forest green). envy, good luck, generosity and fertility. peace, harmony, comfortable nurturing, support
between the cold and the warm female color
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Visual Identity
The Logos
COLD COLORS
Blue
deepest, coldest and intangible most popular and second most powerful color most of the world is blue often used to lighten the shapes calming freshness and cleanliness inspire trust, security, faithfulness and dignity
universalism
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Visual Identity
The Logos
COLD COLORS
Purple
royalty and luxury, Wealthy (darkest purple), spirituality and sophistication, feminine and romantic Srious and soothing Secret and dreams Balance between passion and intelligence Temperance and lucidity
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Visual Identity
The Logos
OTHER COLORS
White
associated with purity, innocence, peace cleanliness and safety of bright light both absence and synthesis of colors, neutrality creativity cool and refreshing calming, stabilizing influence
symbol of mourning in Eastern Countries
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Visual Identity
The Logos
OTHER COLORS
Black
strength, potency, authority, seriousness, luxury, elegance and classic Sometimes assotiated to nothingness Symbol of mourning in Western Countries
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Visual Identity
The Logos
Color and contrast
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Visual Identity
The Logos
Some Examples
Founded in 1950 by Gilbert TRIGANO A trident attribute of Poseidon and symbol of his domination on seas
Inspired by the double arch of a Mc Donalds restaurant located in Phenix
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Visual Identity
The Logos
Some Examples
Born in 1924 By Adi Dassler At the beginning, 3 Stripes marked on the Shoes Then It became the Symbol of the brand
Born in the sixties
Designed by a Jobss former partner

Symbol of the Newtons Apple
4/19/2012
Replaced in 1997 by the crunched apple

35
Visual Identity
The Logos
Some Examples
Mercedes = merger of Daimler and Bentz A Daimler dealer called the cars he sold Mercedes, first name of his daughter
3 point star =
Earth Water Air Designed by a trainee advertising student In white, in a subliminal way, a C appears Blue, White and Red = Symbol of France Earth
4/19/2012 Stphane GELY - Effectiv 2011
Water Air
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Visual Identity
The Logos
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Visual Identity
Logo Design Evolution
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Logo design evolution

Former New
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Visual Identity
The Name
Origin of the Brand Names Real Names
Danone -> Adidas ->
Geographic
Abbreviations
-> International Business Machines -> Cable News Network
IBM
Daniel; founders son
Evian Amazon Columbia
Adolf Dassler founders name Adi (nickname) + Das
CNN
Mars & Murrie
M&Ms>
-> Bayerische Motoren Werke
BMW
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Visual Identity
The Name
Origin of the Brand Names
Acronym
Allograph
Figures
Abbreviation prononced as a word

Anima Sana In Corpore Sano
NRJ -> energy
N5 -> Chanel
Asics >
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Visual Identity
The Name
Origin of the Brand Names
Common words
Expressions
Invented Names
Apple Orange
Tic Tac
Schweppes Kodak
Shell
Carrefour
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Visual Identity
The Tagline
Summarize your positionning in a short sentence Example : Pacific Southwest Airlines: Catch our smile Subway: Eat fresh KFC: Nobody does chicken like KFC British Airways: The way to fly
Audio Identity
Define the brands audio territory
Relaxing Music in a Spa

Olfactive Identity
Coconut oil scent in Ripcurl stores
Relaxing essential Oil in a Spa
Musk (leather) + red fruits (feminine) -> Lancel

Taste Identity
Aromatic Herbs selected and picked by a famous chef
Exclusive Herbal Tea only available in spaa

Intangible Factors
Functional Ideology
Ben & Jerrys Offer the best products on the market BodyShop Ecology Lexus Quality & Luxury
Psychological
Meet consumer psychological needs : Gilette
Dove hydrates Pampers prevents leaks
The best a man can get Just do It
Nike
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Intangible Factors
Sociological
Sense of belonging to a group Status Cerruti, Lacoste, Armani, D&G Lifestyle Ralph Laurens, Gentlemen Farmers, Marlboro Classic Culture Coca Cola, Levis
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Generic Brands
branded name that has become a generically descriptive term for a class of products (e.g., nylon, aspirin, kerosene, and zipper)
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Visual Identity
Charter Graphics
Translate the visual identify defining graphics codes and colors into a document Targetting both : the internal
the external
Must be clear, synthetic and standardized
Example :
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2 Brand Identity Prism
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Brand Identity
Human personality traits applied to brands

(seriousness, warmth, imagination, etc.)
as a way to achieve differentiation.
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Brand Identity Prism

From Jean-Nol KAPFERER
PICTURE OF SENDER
EXTERNALISATION
INTERNALISATION
Physique
Personality
Relationship
Culture
Reflection
Self-Image
PICTURE OF RECIPIENT
Brand Identity
Sender
Receiver
Physique
Central Purpose of the Brand
4/19/2012
Personality
The soul of the Brand
Reflection
Self-identification as a person in relation to the brand
Self-Image
Self-image transmitted by the brand
54
Brand Identity
External
Name Logo Advertising Brand Identity Environment Products & Services
Internal
Business Process Customer Relations Brand Values Training Quality Staff Motivation Recruitment Policies Technologies
55
4/19/2012
Physique
Personality
Relationship
Culture
Brand Identity Prism cont.
Reflection
Self-Image
Physique : Set of features, symbols & attributes McDonalds : the double arch Mercedes : the star Orangina : the typical bottle Courtepaille : the house, the grill Apple : the specific design, the white wires
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Physique
Personality
Relationship
Culture
Reflection
Self-Image
Personality : specific brands characteristics, attitudes Reliable : Tata Convivial, friendly : Club Med Serious, conformism : Mercedes Benz Innovation : Apple Provocation : Ryanair Fun : Southwest Airlines
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Physique
Personality
Relationship
Culture
Reflection
Self-Image
Personality : Characters
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Physique
Personality
Relationship
Culture
Reflection
Self-Image
Relationship : Type of relationship existing between the brand and the consumers. Externalizing the brand outwards, using the culture. Examples : Nike : provocation Sofitel : french Art de Vivre Yves Saint Laurent : seduction Microsoft : both innovation and mistrust
Physique
Personality
Relationship
Culture
Reflection
Self-Image
Culture : set of corporate values, standards, skills and beliefs.* source of insipiration for the brand Examples : Ritz Carlton : best quality Southwest Airlines : Fun, Price and Conviviality Countries values : Mercedes, Coca, Sofitel Apple based in the Silicon Valley convey the garage myth .
Physique
Personality
Relationship
Culture
Reflection
Self-Image
Reflection : consumers that the brand seems to target in priority Mercedes : high social classes Coca Cola & Virgin : youth Apple : trendy Differences betwen the target and the reflection :
target : from 7 to 77 years reflection : young people

Physique
Personality
Relationship
Culture
Reflection
Self-Image
Self image : Internal Mirror of customer as a brands user

I consider myself as an important people since I can purchase a Lexus car. Im an innovative person since I have the next generation Ipad
Physique
Personality
Relationship
Culture
Exercise
Reflection
Self-Image
Use the Brand Identity Prism to analyze the Vatel Brand
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III
From the Brand Identity to the Brand Equity
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BRAND EQUITY
Definition
Brand's power derived from the goodwill and name recognition it has earned over time, and which translates into higher sales volume and higher profit margins against competing brands..
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The economic importance of brands

Increasing recognition of intangibles, especially the IPRs
From 5% to 75-85% of assets (Source: ValueBasedManagement.com)
In many businesses, the brand is the most important asset
Economic contribution to the shareholder value

Leading brands outperform the market Brands on the balance sheet
The Brand Report Card World's strongest brands attributes

1. 2. 3. 4. 5. 6. 7. The brand excels at delivering the benefits consumers truly desire. It stays relevant. The pricing strategy is based on consumer perceptions of value. It is properly positioned. It is consistent. Its portfolio and hierarchy makes sense. It makes use of and coordinates a full repertoire of marketing activities to build equity. 8. Its managers understand what the brand means to consumers. 9. The brand is given proper, sustained support. 10.The company monitors sources of brand equity.
Source: Adapted from Kevin Lane Keller, "The Brand Report Card," Harvard Business Review (January 1, 2000): 147-157
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1 Aaker Model
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Brand Equity Aaker Model

Brand Equity is a set of :
+
assets linked to the brand that adds
liabilities linked to the brand that subtracts

To/from the value provided by the product or service To a firm or its customers
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5 categories of Assets
1. Brand loyalty 2. Brand awareness 3. Perceived quality 4. Brand association 5. Other proprietary assets
6. (patents, trademarks, channel relationships)
Source : David AAKER
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1. Brand loyalty
Customers attachment to a brand how likely a customer will be to switch to another brand demonstrably linked to future profits less costly to retain customers than to attract new ones
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1. Brand loyalty
Commited buyer Brand likers
Satisfied buyers
with switching cost
Satisfied buyers :
habitual buyers
Switchers
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2. Brand awareness
Benefits
No brand association without awareness

Provides the brand a sense of familiarity Awareness gets brand into the consideration set
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2. Brand awareness
Top of mind
Unaided awareness = Brand Recall
Aided awareness = Brand recognition
Unaware of the Brand
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2. Brand awareness
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2. Brand awareness
Awareness Kyriad Campanile Ibis Choice
Top of mind Unaided Date de cration
1% 11% 2000
15% 38% 1976
13% 46% 1975
1% 8% 1987
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Source : Lewi G. et Rodigliano C. 76 Mmento pratique du branding

3. Perceived quality
Customers perception of the overall quality or superiority of a product or service with respect to its intended purpos relative to alternatives
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intangible and overall feeling not necessarily be objectively determined Perceived quality differs from satisfaction
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Benefits
Factor driving financial performance Reason to buy for the cons Differentiation / Positioning Charging Premium Price Facilitate the distribution channel relationship Facilitate the brand extensions

Previous image of poor quality Inadequation between quality investment and consumer expectations Lack of information to make factual and objective judgment
?

4. Brand association
Elements linked to the brand KEEPING IN THE CONS MEMORY

Product Attributes Customer Benefits Relative Price Lifestyle/Personality Characters/Celebrities/Person Use
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Benefits
Create positive attitude / feeling Differenciation positioning Facilitate the extensions
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Positioning a brand
Positioning is not what you do to a brand/product Positioning is what you do to the mind of the prospect. That is, you position the brand/product in the mind of the prospect.
Al RIES & Jack TROUT
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BANYAN TREE positioning To become a leading player in the

niche luxury premium market with a sustainable 15 to 20 properties encircling the globe in exotic, quasi tropical, locales and to test out the brand in different areas and become a lifestyle brand
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Maintaining Brand Association

Consistency (marketing elements Poor Image Management
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5. Other proprietary assets
Patents Trademarks Market players relationship
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2 Brand Resonance
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Brand Equity Steps

1. IDENTITY = Who are you? 2. MEANING = What are you? 3. RESPONSE = What about you? 4. RELATIONSHIPS = What about you & me?
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Brand Resonance Model
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RESONANCE JUDGEMENTS FEELINGS
SALIENCE
PERFORMANCE
IMAGERY
SALIENCE
ability to recall or recognize the brand association and meaning 2 key dimensions : Depth Breadth

BRAND MEANING
PERFORMANCE
IMAGERY
SALIENCE
Brand Performance Types of attributes underlying performance :

Primary characteristics and secondary features Product reliability, durability and serviceability Service effectiveness, efficiency, and empathy Style and design price
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BRAND MEANING
PERFORMANCE
IMAGERY
SALIENCE
Brand Imagery More intangible aspect of the brand How people think to the brand abstractly Brand imagery categories:
User profiles Purchase and usage situations Personality and values History, heritage and experience

BRAND MEANING
PERFORMANCE
IMAGERY
SALIENCE
3 important dimensions Strength : the brand in the brand association Favorability : importance and value for the customers
Uniqueness : differentiation

RESONANCE
JUDGEMENTS
FEELINGS
BRAND RESPONSES
PERFORMANCE
IMAGERY
SALIENCE
Brand Judgments Customers opinion & evaluation of the brand How customers consider both performance & imagery 4 types of judgements are important :
brand quality brand credibility : perceived expertise, trustworthiness, likability brand consideration brand superiority

RESONANCE JUDGMENTS
FEELINGS
BRAND RESPONSES
PERFORMANCE
IMAGERY
SALIENCE
Brand Feelings Customers emotional & social responses and reactions 6 types of feelings are important :
warmth (calm, peace): sentimental, warmhearted, affectionate fun: amused, joyous, playful, cheerful. excitement security: safety, comfort, self assurance social approval self-respect Stphane GELY - Effectiv 2011 95
4/19/2012

RESONANCE
JUDGMENTS FEELINGS
BRAND RELATIONSHIP
PERFORMANCE
IMAGERY
SALIENCE
Brand Resonance Ultimate level Nature of the brand-customers relationship 4 categories

Behavorial loyalty Attitudinal attachment Sense of community Active engagement
3 Brand Valuation
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The World's 10 Most Valuable Brands

Brands Previous Brand Rank 1 2 3 1 United States 2 United States 3 Beverages Business Services Computer Software Internet Services Diversified Restaurants Electronics Electronics Media 70,452 64,727 2% 7% Origin Sector Brand Value Change in ($m) Brand Value
United States
4 7 5 4 6 6 7 9 8 5 9 10 Source : Interbrand 2010 United States Finland United States United States United States United States
60,895
43,557 42,808 33,578 32,015 29,495 28,731
7%
36% -10% 4% 4% -15% 1%
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The Brand Jewels
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Financially driven approaches

Cost based approaches aggregation of historical costs non relevant method due to the lack of relation between cost and added value
Market based approches : based on the sales or on the stock exchange quotation Comparables Difficult since the brand should be differentiated Even comparable targets and mix, the brand value 4/19/2012 Stphane 100 can be different. GELY - Effectiv 2011
Financially driven approaches cont.

Premium price : net present value of the future price premiums that a branded product would command over an unbranded or generic equivalent. Economic use : Combine brand equity and financial approach Most widely recognized and accepted method Principles : Marketing : ability to generate customer demand Financial : Net Present Value of future expected earnings
Brand Asset Valuator (BAV) Model

From Young & Rubicam
The valuation is based on :
STRENGTH Differentiation Relevance

STATURE Esteem Knowledge

102
Brand Asset Valuator (BAV) Model

From Young & Rubicam
Brand Growth Brand Leader
Brand Strength (Differentiation et Relevance)
New Brand
Brand Decline
Brand Stature (Esteem & Knowledge)

Brandz Model
Link
Developped by marketing consultants Pyramid describing the Brand Dynamism 5 steps from the consumer to the brand
Advantage
Loyalty Increase
Performance
Relevance
Awareness
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IV
Role of Internal Branding
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Brand Management or simply Management

Internal undestanding of the brand means an INTERNAL MANAGEMENT Perhaps more important than customers
Brand excites, recruits, retains employees as a result higher efficiency

Jennifer AAKER
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Building a brand centric culture

Recruiting employees meeting brand values Sharing the brand culture and values by effective training programmes Involving employees in the brand care
Rewarding the best employees

4/19/2012
A coaching led by the management

107
Building a brand centric culture
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From Internal Branding to the customers

UNDERSTANDING CONNECTING CLARIFYING ASSETS IDENTIFYING
TOUCHPOINT
INTERNAL
EXTERNAL
Adapted from Jennifer AAKER
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V
Brand Management
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Brand Architecture
Individual Brand Names (Procter and Gamble, Pampers, Tide
Global Family Name for all products Heinz, General Electric Separate family names for all products Sears (Kenmore, Homart) Company trade name combined with individual product name Accor (Sofitel, Novotel, Mercure, Ibis), Danone.
Brand Hierarchy
Corporate Brand Range Brand Product Brand Sub-brand
PSA Citron C4 Picasso
Virgin Virgin Beverages Virgin Cola Virgin Cola Diet
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Brand Architecture
Endorser brand strategy
A master brand is the primary indicator of the offering, the point of reference. Virgin
Accor GM HSBC
Endorsed Brand
Brand A (product or range A) Virgin Drinks Microsoft Windows Accor Sofitel
Brand B (product or range B) Virgin Blue Microsoft Office Accor Pullman
Brand X (product or range X) Virgin Radio Microsoft Project Accor Ibis
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Promise A
Promise B
Promise C
113
Brand Architecture
Endorser brand strategy cont. Benefits
Brand equity at the corporate level as well as the product level
Products express different aspects of personality Backs the Sub-brand
Create value : synergy between Brand & Sub-brand

Stphane GELY - Effectiv 2011 114
4/19/2012
Brand Architecture
Umbrella brand strategy
Family Name for all products : Heinz, General Electric Umbrella brand
Sony Canon Schweppes
Product A
Product B
Product X
Communication A
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Communication B
Communication C
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Brand Architecture
Umbrella brand strategy cont. Benefits & Limits
Brand equity at the corporate level
Corporate brand is strategic Less marketing investment for the future product/categories
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Brand Architecture
Product range brand strategy
Separate family names for all products Product Range Brand
Product A Ariel Amora Product B Pampers Dove Procter & Gamble Unilever
Product X Tide Cif
Communication A
4/19/2012
Communication B
Communication C
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Brand Extension
Whithin the Category Line extension
Outside the Category Brand extension
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Brand Extension cont. Key Success Factors

1. Strong Brand Equity
2. The ability of the consumers to believe in the Extension
3. Relevance of the benefits and values in the new category

4. Competitive advantage
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Brand Extension cont. Limits and Risks

1. The brand considered as non transposable by the cons
2. Risk of Cannibalization
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8 types of Brand Extension

1. Similar product in a different form from the original
From To
2. Distinctive flavor/ingredient/component
From
To
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3. Benefit/attribute/feature owned by the brand
4. Expertise
From To

5. Companion products
From
To
6. Vertical extension : a brand using their ingredient/component in a more or less finished form.
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7. Using the same customer base
From
To
8. Designer Image/Status
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Brand Strategic Alternatives Internationalization

Brand
Different
Different
Same
Product
Local
Transnational
Same
Multinational
Global
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VII
How to protect its brands ?
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Trademark Registration Program

4 purposes:
1. Controlling the types of use of the marks
2. Protecting them against counterfeiting, infringement, ambush marketing 3. Prevent third parties from registering a companys marks 4. Minimize the financial risks
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Register the Trademark 2 opposite systems

First to file (1rst to register) vs. first to use
Some of the major commercial countries first to file
France Germany Japan Taiwan Spain
United States based on actual use

How to register
Determine the name and the design elements
Determine the territory scope

You cant register a generic word corresponding to your business
o Apple would be impossible for a fruit company
Define one or ideally several classes :

o Ex. 43 : services for providing food and beverage
Select Territories
Trademark rights are territorial Some regional systems exist:
Community Trade Mark (Europe) OAPI (Africa) Madrid Protocol (WIPO) International filing system, but still depends on approval at the national level by the 57 member countries
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Select Territories cont.

Select registration in countries in which the company will manufacture, distribute and/or license its mark
United States Trademark rights extend only to the areas in which a market presence has been established.
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Appropriate Form of Trademark
Composite Marks
Register the entire composite mark Register the word portion Register the design element
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Appropriate Form of Trademark

Word Marks Register in foreign script as well as Roman script Register the proper translation or transliteration in Asian languages
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Use a Trademark Properly

Trademark rights can be lost through misuse.
Failure to police the mark can result in the loss of all rights. Generic words are unprotectable
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Third-Party Use of a Trademark

Use by Trademark Licensees
Use of Counterfeit or Confusingly Similar Marks by Unaffiliated Parties
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Brands & Logos

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Howard SHULTZ CEO Starbucks Coffee

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Branding interests for the cons.

Branding Interests for the company

Provides employees with a greater sense of commitment

Stphane GELY - Effectiv 2011

Branding Interests for the company contd.

Stphane GELY - Effectiv 2011

Branding Interests Cont.

Successful brands create more value

Stphane GELY - Effectiv 2011

Brand characteristics cont.

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Multifaceted Nature of Brand

Stphane GELY - Effectiv 2011

Multifaceted Nature of Brand 2

above the water line (15%)

below the water-line (85%) unseen value-adding processes

Stphane GELY - Effectiv 2011

Branding : six levels of meaning

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Brand Name Tagline Slogan

Stphane GELY - Effectiv 2011

From 8th century BC

From 14th century

Stphane GELY - Effectiv 2011

pragmatism, riguour, reassurance

Stphane GELY - Effectiv 2011

Youth Force Eternity Happiness and optimistism Knowledge

Power and wealth

Stphane GELY - Effectiv 2011

The most flamboyant color (fire)

Stphane GELY - Effectiv 2011

Sometimes assotiated with danger and agressiveness

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Inspired by the double arch of a Mc Donalds restaurant located in Phenix

Stphane GELY - Effectiv 2011

Born in the sixties

Designed by a Jobss former partner

Replaced in 1997 by the crunched apple

Stphane GELY - Effectiv 2011

Stphane GELY - Effectiv 2011

Logo design evolution

Stphane GELY - Effectiv 2011

Daniel; founders son

Evian Amazon Columbia

Adolf Dassler founders name Adi (nickname) + Das