Event Company Branding: Contextual Research

Event Brand

Neighbourhood

a district or community within a town or city.
the set of points whose distance from a given point is less than (or less than or equal to) some value.

• Area
• District
• Closeness
• Confines
• Locality
• Nearness

Vibe

a person's emotional state or the atmosphere of a place as communicated to and felt by others.

enjoy oneself by listening to or dancing to popular music.

transmit or give out (a feeling or atmosphere).

• Affection
• Anger
• Empathy
• Excitment
• Joy
• Love 
• Passion
• Grief
• Sadness
• Happiness
• Pride

Event

a thing that happens or takes place, especially one of importance.

a planned public or social occasion.

• Affair
• Appearance
• Business
• Experience
• Occasion

Branding

The process involved in creating a unique name and image for a product in the consumers’ mind, mainly through advertising campaigns with a consistent theme. Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.

A designer or design agency builds the foundation of a brand, or is brought in to enhance the brand’s visual and corporate identity.

What are some of their core values? What do they stand for? What makes their product unique? What is their unique selling point?

What does your brand stand for?
What are the main values of your brand/company?
The personality of your brand?
Describe your brand in three words?


What is a Brand? - The perceived emotional corporate image as a whole.
What is identity? – The visual aspects that form part of the overall brand.
What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.

Brand

The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in and why they exist. It is not purely some colours, some typefaces, a logo and a slogan.

Identity

 One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.

In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.

The identity or ‘image’ of a company is made up of many visual devices:

• A Logo (The symbol of the entire identity & brand)
• Stationery (Letterhead + business card + envelopes, etc.)
• Marketing Collateral (Flyers, brochures, books, websites, etc.)
• Products & Packaging (Products sold and the packaging in which they come in)
• Apparel Design (Tangible clothing items that are worn by employees)
• Signage (Interior & exterior design)
• Messages & Actions (Messages conveyed via indirect or direct modes of communication)
• Other Communication (Audio, smell, touch, etc.)
• Anything visual that represents the business.

Logo

All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.

A logo is for… identification.

A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.