Transcript Logo and Branding

Logo,
Packaging,
And Production –
It’s all about
Manufacturing!
What is a Trade Name?
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A trade name is the legal name of a
company that identifies it to customers.
What is a Trademark?
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A Trademark is a name of graphic symbol
of the combination of both used to
identify a product.
Qualities of a Good Trademark
Easy to see and recognize
 Adaptive for advertising and packaging
 Timely and in good taste
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What is a Brand Name?
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A brand name is used to identify and
differentiate a product from it
competitions.
12 Simple Rules for a Brand Name
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Simple
Short
Easy to spell
Easy to read
Easy to recognize
Easy to pronounce
Timely (keeping with
the time)
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Adaptive for
advertising
Adaptive for
packaging
In good taste (not
offensive)
Pleasing to hear
Suggestive of the
product
1. What is a Trade Name?
A.
B.
C.
D.
A slogan used to identify a product
A tag line
The legal name of a company that identifies
it to customers
A name given to a product while it is in the
design stage
2. Which of the following is a
quality of a good trademark?
A.
B.
C.
D.
Easy to recognize
Adaptive for advertising and packaging
Timely and in good taste
All of the above
3. What company does the
trademark below belong to?
A.
B.
C.
D.
McDonald’s
Nike
Converse
Target
4. What is a brand name?
A.
B.
C.
D.
It identifies and differentiates a product
from its competition
It is the logo a company uses to identify
itself
It is a tag line given to a product
None of the above
5. Which of the following is not
one of the simple rules for a
brand name ?
A.
B.
C.
D.
Keep it short
Keep it simple
Keep it complicated to help people
remember
Keep it timely (keeping with the current
time and trends)
The Two Types of Advertising
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Product Advertising – promotes a specific
product
 Tag Line – promotes a company in general or a
specific idea
4 Basic Ingredients of a Good
Advertisement
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Attract the attention of customers through
physical means
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Size of the print advertisement or the length
of the radio or television commercial
Big, bold headlines or dramatic voices
Effective use of color
Startling or interesting pictures and graphics
4 Basic Ingredients of a Good
Advertisement
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Inform and build interest in the product
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Convert attention to interest
Inform through copy or audio –
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What is available?
What are the properties of the product?
Where can the product be purchased?
What price advantages does the product have?
4 Basic Ingredients of a Good
Advertisement
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Persuade or create a desire to own the
product
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Create a brand or product acceptance
Reinforce previous purchases of the product
Establish a trademark or brand name
4 Basic Ingredients of a Good
Advertisement
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Produce Action
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Cause people to buy a product
This includes common marketing tools such
as coupons, manufacturer’s rebates, free gifts,
and recipes on the package
6. What are the two different
types of advertising?
A.
B.
C.
D.
Tag line and brand name
Paper and billboards
Product advertising and legal advertising
Product advertising and tag line
7. Which of the following is not
one of the 4 basic ingredients to
advertising?
A.
B.
C.
D.
E.
Attract
Inform
Persuade
Product an action
All of the above
Developing an Advertisement
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When developing an advertisement you would
use a copy platform
Copy Platform – lists the main objectives of the
advertising campaign and the strategies to meet
the goals
Steps to Developing an
Advertisement
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Copy - Determines what will be said to the
customer
 Approaches
to Copy
 Logical appeal – stress low price, life of the
product, dependability, ease of use, efficiency
 Emotional appeal – stress is on peoples
desires - attractive, popular, successful, or
intelligent
Steps to Developing an
Advertisement
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Layout – arranges elements into a pleasing format
including
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Headlines and captions
Pictures and/or art
Company trademark, product brand name, and slogans
Copy (the printed message)
Steps to Developing an
Advertisement
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Production - Comprehensives are made and
sent to the publication or printer
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Comprehensives are exact copies of the
advertisements as it is to appear on the publication
8. What are the steps to
developing an advertisement?
A.
B.
C.
D.
Attract, inform, and persuade the customer
Create a copy platform, produce a layout,
send to production
Create a layout, create the copy, and send to
production
None of the above
What is Packaging?
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Packaging is the way in which a product is
presented to a customer.
A good package attracts attention, informs, and
persuades customers.
Packages Should Meet
3 Major Criteria
It must contain and protect the product
during shipment and display in stores.
 A good package attracts attention, informs,
and persuades customers.
 It must provide product use directions and
related information.
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Steps to Designing a Package
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Analyzing the
packaging needs
Selecting a proper
container
Preparing graphics
for the package
Analyzing the Packaging Needs
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Factors to be considered:
Type of Product
 Need for protecting and transporting
 Customer desires and attitudes
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A written description is
used to determine
the needs.
Analyzing the Packaging Needs
The written description when analyzing the
packaging needs includes:
 Product Description:
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 Product
Name
 Physical Form – solid, liquid, paste, gel, etc.
 Product Characteristics – fragile, corrosive,
abrasive, etc.
 Typical Quantity sold – each, pair, dozen, etc.
Analyzing the Packaging Needs
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Protection Requirements:
 Moisture
 Breakage
 Theft
 Dirt,
grease,
other outside elements
 Evaporation
 Bright light
Analyzing the Packaging Needs
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Informational Requirements:
Information required by law
 Safety considerations
 Care and use
 Manufacturer’s name and
address
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Analyzing the Packaging Needs
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Market Considerations:
 Size
and shape preferred by the customers
and retailers
 Quantity of products bought at one time by
the retailer and the customer
 Ease in handling, opening, and resealing
 Type of display (shelf, rack, etc.) used to hold
the product in the store
Choosing the Container
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The material and container shape should
be chosen to address:
 Cost
 Availability
 Ability
to meet the package requirement
 Ease of manufacture
 Ease of placing the product into the package
 Environmentally friendly - biodegradable or
recyclable
Biodegradable Designs
Biodegradable products have the ability to
break down, safely and relatively quickly
into raw materials of nature and disappear
into the environment.
 A biodegradable product is any material
that come from nature – plant-based,
animal-based, or natural mineral-based
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Choosing the Container
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Types of packages
include:
Plastic
 Glass
 Metal bottles
 Jars
 Cans
 paperboard
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Biodegradable Designs
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Common products that biodegrade
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Cotton (1-5 months)
Paper (2-5 months)
Rope (3-14 months)
Plastic coated milk cartons (5 years)
Plastic bags (10-20 years)
Tin cans (50-100 years)
Aluminum cans (80-100 years
Glass bottles (1 million years)
Plastic bottles (forever)
Recyclable Designs
Recyclable materials can be collected, reprocessed and resold as a product
 Examples of recyclable materials:
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 Glass
 Aluminum
cans
 Magazines and paper
 Materials made of uncoated paper
 Plastic bags
9. Which of the following is the
definition of biodegradable?
A.
B.
C.
D.
Products that can be used again in the
manufacture of another product
Products that have the ability to break
down, safely and relatively quickly into raw
materials of nature and disappear into the
environment.
Products that can me rinsed out an reused
None of the above
10. Which of the following is the
definition of recyclable?
A.
B.
C.
D.
Products that collected, reprocessed, and
resold as a product
Products that have the ability to break
down, safely and relatively quickly into raw
materials of nature and disappear into the
environment.
Products that can me rinsed out an reused
None of the above
11. Which of the following is not
one of the main elements of
package design?
A.
B.
C.
D.
Protection of the product in shipping and
display
Attract, inform and persuade the customer
Provide product use and instructions
be plain to help keep cost low
12. Which of the following is not
a step to designing the
packaging?
A.
B.
C.
D.
Produce the product
Analyze the package needs
Select a packaging container
Prepare the graphics and design
13. What information is required
to be on a package design?
A.
B.
C.
D.
Safety considerations
Directions for use
Company name and address
The steps of production
Preparing Package Graphics
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A package should be well designed and keep
the attention of the customers.
Considerations in Package Design
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Product Identity:
Trademark and brand
names are clearly
visible
 Package shape will help
display and sell the
product
 Description of product
is clearly presented
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Considerations in Package Design
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Package decoration:
Are colors pleasing?
 Do the colors go with the
product?
 Is the layout uncluttered
and attractive?
 Us the printing clear and
legible?
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Considerations in Package Design
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Customer acceptance:
 Is the package pleasing
to the eye?
 Does the package meet
the expectations of the
customer?
Information the Package
Should Contain
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Product name:
Legible
 Gives accurate
description of
product
 Coined names
accurately describe the
product (made up
words)
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Information the Package
Should Contain
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Descriptive
information:
Gives the name and
address of the
manufacture
 provides adequate
directions for use
 Lists necessary safety
warnings
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Information the Package
Should Contain
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Listing the quantity of
product in the package:
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Appears in a clearly
visible location
Conforms to standard
industry practice
Gives accurate volume or
weight measures when
appropriate for the
product
14. Identify the product name
on the package below.
A
B
C
D
15. Identify the descriptive
information on the package
below.
A
B
C
D