Image and ethos

Brand image

• Is created by using is a name, logo, slogan, and/or design scheme associated with a product or service or organisation

• A brand is a symbolic embodiment of all the information connected to the organisation or product and serves to create associations and expectations around it.

• A brand often includes a logo, fonts, color schemes, symbols, and sound, which may be developed to represent implicit values, ideas, and even personality.

What could convey the image of the organisation?

• Logo

• Colour scheme

• Type of font

• Type of presentation

Logos

STRONG AND SOLID

TRADITIONAL

FUN

FUTURISTIC

Colour schemes

ENVIRONMENT RURAL SICKLY

Fonts

•CELTIC

•TRADITIONAL

•HERITAGE

•BILINGUAL

LOGO

Rural

Friendly

Fun

Welcoming

The logo :

What image of the organisation does this convey to you?

What does the Urdd say it conveys? (Info is on their website)

• The Urdd triangular badge was created in 1944.

• The colours symbolise that the three elements of the Urdd motto.

• Green represents ‘Wales’, • Red represents ‘Fellowman’• White represents ‘Christ’. • Therefore the Urdd motto is I will be

faithful to Wales, Fellowman and Christ.

SOLICITORS

Black and white

Straight

Clear

What are the main features of this logo?

•Clear Font

•Evenly spaced gives

uncluttered image.

•Clear and easy to read

style of presentation

•Formal but not officious

Presentation style

•The logo appears on all their documents so this is a consistent theme

•Black and white is a consistent theme

•Straight lines are a consistent theme

•Clear , uncluttered . Good use of space , evenly spaced font easy and

clear to read represents their brand image of CLARITY

Consistent themes

Examine the house style of the next two organisations

• Recycling

• Panacea

What image are they trying to project and how do they achieve it?

Green

Unending cycle / circle

Word recycle

Cartoon

Compare and Contrast the two recycling logos.

Why are they different?

Green = environment

Recycling logo = sustainability

Cartoon imagery = unfrightening / everyone can do it

Subtle pinks

Female – all age groups

Sophisticated font

Image and ethos WRONG answersColourful

xInteresting

xInformative

xProfessional ?

xIt is friendly and inviting

x

When the colours are dark and sombre and

contain skull and cross bone logos with knives

dripping with blood

Analysis of documents• Identify 4 documents used in the organisation

and describe their purpose and intended audience

• Letters • Fliers • Brochures or leaflets or catalogues• Compliments slip• Posters• Web pages

Make sure they have a different function!!

• Analysis of 4 documents individually to determine purpose x 4

• Analysis of all 4 documents to determine house style / ethos / image

• Analysis of all 4 documents to discover techniques used – a list is not good enough must relate it to where they occur on the documents

Purpose

• Either• 1 mark X 4 for each of four documents• Describe who is the intended audience and the

main function of the document and its data• Or if 1 substantial doc• 1 mark for general purpose /audience• 3 marks for detailed analysis of purpose of

different sections of the document and the data in it (Only allow 1 extra mark if only description of what doc contains)

Examining web sites and one large document

Be Careful

A large document and websites of many pages may still only have one purpose and count as one document.

It is not about giving a description of what data is on every page (this goes for large documents as well!!!!).

There must be a separate purpose if it is to count as two documents

INFORMATION BLOGG SITE

Image / Ethos /House style• 1 mark Writing style and tone/how choice of logo and or fonts

reflect this. What does the logo say about the company not just what the logo is – analyse the logo or font style

• 1 mark Presentation style e.g. use of colour/images

• 1 mark identify consistent themes rules / procedures adopted to help clarity and consistency

• Either• Or 1 mark for detail on other three areas• Marks could be applied to one document that gives enough

scope and coverage or different points could be made from different documents

• Or if relevant 1 mark Type of paper weight (not just light need grams) glossy parchment must have some detail

• Ok to accept white/plain paper if justify cheapness mass production or criticise it as unimaginative.

Techniques

• 1 mark only for details of fonts

• 1 marks for details of frame / layout / orientation

• 2 other marks for identification of techniques

• (1 mark at least two features )

House style Techniques

Logo

-Talk about the ethos given in the logo

Black and white plain

Cost effective

Fonts and font style is Arial 12 pts

Bold centre and Underline

A4 portrait

Right justification

Header and footers

Watermarks

• Cynnal material