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Brand Loyalty and Rebranding in Design

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laurie petrou

on 6 November 2018

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Transcript of Brand Loyalty and Rebranding in Design

How Do Customers Feel when their favourite brands do a 'rebrand' or redesign?
Some famous rebrands resulting in mixed success:
Why would companies Rebrand?
Sports Media
How loyal are you to your favourite teams?
To their brand?
Design Shapes Culture
You may not see it. You may not notice it. But you probably realize when you are not seen or noticed.
What is Brand Loyalty?
Sentimental Bond
The Good, the Bad, the Ugly, the Inspiring
Brand Design & Diversity
Dr. Laurie Petrou
How do we bring creative problem solving into design, and help shape change in our design choices?
When you have a hangover, what's your go to brand?
When you're thirsty?
When you are buying food?

Rebrand may include name change, logo change, colours, packaging and marketing
What do we know about colour and association?
How do you feel when they change it?
Sports Team Rebranding

Racism and Sports Brands

In 2013, the National Congress of American Indians issued a report on racism in sports
From the Report:

Since 1963, no professional teams have established new mascots that use racial stereotypes in their names and imagery. In 2005, the National Collegiate Athletic Association (NCAA) established an extensive policy to remove
harmful “Indian” mascots. There has also been a strong trend to remove harmful “Indian” mascots at the high school level, including 28 high schools that have dropped the “R” word as their mascot’s name. Hundreds of
tribal nations, national tribal organizations, civil rights organizations, school boards, sports teams, and individuals have called for the end to harmful “Indian” mascots.
Yet, contrary to industry best practices, calls for name changes by tribal nations and Native peoples, and a sea change at the youth, amateur, collegiate, and professional sports levels, a number of professional sports leagues and teams have opted to retain harmful “Indian” brands, rather than truly honor Native peoples. The most discussed in the media of late has been the Washington football team, which uses the term “Redsk*ns.”
This derogatory name was created in 1932 – while the federal “Civilization Regulations” were still in place, confining Native people to reservations, banning all Native dances and ceremonies, confiscating Native cultural property and outlawing much of what was traditional in Native life. That also was the year before owner George Preston Marshall instituted what would become a 13-year league-wide ban on African-American players from the NFL. (The Washington football team did not integrate until 30 years later, when Marshall was forced to do so).

The Print Ad titled MASCOTS was done by Devito/Verdi advertising agency for National Congress Of American Indians in United States. It was released in Apr 2001.
Associations, assumptions: words, visuals, colours
Dr. Petrou's project
Chris Kim's project

Vicky Liu and Madelaine Hayhoe's project

Infographic on colour and branding
Groups like Color Marketing Group (CMG) forcast colour trends

Can be to revitalize, to stay current, competitive, to attract new customers without losing the old ones. Can be to make transformations that are more inclusive, diverse and representative of the audience.

Crowdsourcing Solutions
Mike Ivall, a Toronto-based Ojibwa artist, came up with an alternative that features a bird – the actual black hawk – instead.

A Facebook post of the logo posted by Winnipeg radio hosts Tom and Larry has been shared thousands of times.
Chicago Blackhawks
Ghislain Picard, the head of the Assembly of First Nations of Quebec and Labrador, says he would support the change of NHL hockey team's logo.

Brands breaking Stereotypes


What's the Difference Between
a Brand and an Identity?
"a brand is the [emotional] relationship between an organization and an audience. [...] You earn your brand. A brand is the reward for the hard work of building real, passionate relationships with your audience. "
Marty Neumeier: Author on Brands "The Brand Gap"
Identity is the logo, symbol, monogram, etc. It's a symbol for the brand, not the brand itself. It reflects the brand itself.
The Brand is the gut feeling the user/audience feels about the product.
It's not what you say it is, it's what they say it is.
Marty Neumeier
Transmedia/Multimedia Ad Campaigns
- Who does the buying? What is the brand association? How do they use different media for fan/buyer engagement? Social media data, Google analytics to get results.
Channel 4: Paralympic Games
Ad Age: Top Ad Campaigns of the 20th Century
Bold print ads
A Branding Lexicon
Designing with an eye on Diversity
We are going to look at branding and design language, and places that are paying attention to diversity in design to avoid systemic and subconscious bias, how to listen, how to include.
Design - across media and genre - with Diversity
We have a duty to do our best to represent a diverse body of people. What is being done in media right now to address a lack of representation?
Who is your audience? (good grip peeler case study for casting wide nets)
Millions of people do not see themselves represented in graphic design: racialized, disabled, LGTBQ2 and other marginalized folks are not seen.
Everything from Apple icons and stock photography should be representative of large groups of users.
Racial bias and colour in photography: http://www.npr.org/sections/codeswitch/2014/04/16/303721251/light-and-dark-the-racial-biases-that-remain-in-photography

Listening & Design Solutions
Antionette Carroll
Colour Psychology Vid
Old Spice Case Study
Get Out There and Make Change.
Full transcript