Branding Agency NYC
Like superheroes, famous brands almost always have a great
origin story. Okay, it may not be a radioactive spider bite, but it's often not
far away. Family disputes, top secret recipes and strange coincidences fill the
history of some of the world's best known companies.
Learning about the origins of famous brands is an excellent
way to get an idea of the development process of yours. Part of the method,
part of the madness, the art of building a brand implies finding exactly the
right elements to tell its story.
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From green armchairs to orange shoes and trips to the zoo,
we are immersing ourselves in the origins of five of the world's most
emblematic brand identities, and key lessons to learn from each.
1. Red Bull: the local hero
Ubiquitous among adrenaline junkies, long-distance truckers
and athletes, Red Bull has dominated the global energy drink market for
decades. A well-known brand identity worldwide, the company's aggressive and
creative approach to sponsorship has made Red Bull's name synonymous with
everything from Formula 1, cliff diving, night clubs, snowboarding and a guy
who literally jumps to earth from outer space.
But it was not always like this. Red Bull once led a humble
life as a stimulus for manual workers in rural areas of Thailand. Marketed for
low-paid workers and motorcycle taxi drivers (who, presumably, were not trying
to defy the laws of gravity and sanity like their American counterparts),
Krating Daeng was the basis of what would later become, you guessed it: Red
Bull .
The powerful mixture of caffeine and taurine was originally
modified from a popular Japanese recipe by Chinese businessman Chaleo
Yoovidyha, who introduced Krating Daeng in Thailand in the 70s.
Chaleo also designed the Krating Daeng logo: two combat
bisons in front of a yellow sunset. Sounds familiar? According to the South
China Morning Post, the ‘logo" evoked the lively spirit of bullfights that
have been popular in rural areas of Thailand. "
Cut to 1984: the Austrian merchant, Dietrich Mateschitz,
suffers a time lag while traveling through Thailand for work. By chance, take a
strange medicinal-looking bottle with two bulls. Its jet-lag disappears, and
the seed of what we now know as Red Bull is sown.
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Seeing the potential of the brand among western partiers and
lovers of extreme sports, Mateschitz approached Chaleo with an offer to launch
the brand outside of Asia. And the rest is history!
While Mateschitz updated the brand, it stayed close to its
roots. Red Bull retained the original fighting spirit of Krating Daeng,
maintaining, among other things, both the bison logo and the name.
Lesson: famous brands have deep roots in our minds. Don't be
afraid to be inspired by an idea or formula that already works, but think about
how you could improve it in a new and broader context.
2. TD: The green chair
TD Bank is an iconic brand of North America. Started in 1855
to serve Canada's emerging grain industry, the Bank of Toronto became one of
the largest banks in the world.
Although the company went through several iterations and
mergers before becoming the TD we know today, it has tried to stay close to a
set of guiding values that put the customer at the front and center.
A key symbol of the TD brand, the small but powerful green
chair is now synonymous with the bank itself. According to their own estimates,
the TD green comfort machine has 86% brand recognition among Canadians. As for
the furniture, that makes this chair quite famous. However, despite its role as
a centerpiece in the company's brand identity for almost 20 years, the chair is
hardly used.
In 2000, TD had just acquired Canada Trust. The company
sought to make a bold statement to the large number of Canadians who felt
undervalued by the same banks that depended on them. Enter the Toronto agency,
Harrod and Mirlin, and the idea of a "habitable metaphor,"
something that represents comfort and familiarity in a single glance. Along
with the chair, the initial list included an open door, a pair of comfortable
slippers and a smoking pipe.
Fortunately, however, the chair won. As a brand symbol, it has
continued to evoke the openness and relationship that TD actively seeks to seek
in its commercialization. Recently, the company updated its iconic upholstery,
replacing the old motto "The bench can be so comfortable" with a new
and modernized chair and the motto "Ready for you" of 2017.
Imagine if they had gone with the pipe!
Lesson: Brand symbols, whether they appear in logos or in
advertisements and marketing materials, can be an effective way to help your
customers make a positive partnership. Be sure to think carefully about finding
a symbol that encapsulates who you are but can also stand the test of time.
3. Penguin: the dancing bird
One of the most iconic logos ever created, the famous
dancing penguin became the crowning symbol of a brand whose history includes
meetings of naked meetings, trips to the zoo and an office in a crypt.
The eclectic British publishing house began in 1934 when the
young publisher Allen Lane found himself waiting for a train at Exeter St
David's and searching the train station's bookstore for something to read.
What he found was too expensive or mediocre. Upon detecting
a gap in the market for a more affordable and high quality alternative, Lane
and his brothers went to work.
Lane had already discussed the use of an animal logo for the
brand, but it wasn't until a typist suggested a penguin as "worthy, but
impertinent" that Lane solved. Falling in love with the idea, Lane
immediately sent 21-year-old designer Edward Young to the London Zoo, where the
dancing penguin finally emerged.
Since then, this little tuxedo bird has gone through some
minor revisions, including the version you're probably familiar with today.
Updated by Jan Tschichold in 1964 and reviewed in 2003 by Angus Hyland of
Pentagram, the penguin has lost a few pounds remarkably.
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The reduction of the mark on its vertical axis, Hyland
explained, allowed the logo to be more readable on the back of a book. A great
example of considering your logo in your viewing context!
Lesson: reducing your brand to a single word or phrase is a
great way to clarify the creative direction you want to take. After that, you
will have a better idea of the rules that govern the appearance of your brand
(including the logo). What words or phrases come to mind with your brand?
Uber: the trip
Uber has had a good amount of wrong turns over the years
(driving pun), but it is hard to deny that it has one of the most impressive
brand vehicles that exist (there is another!). Like all major brands, Uber
started from a personal experience.
On a snowy December night in Paris, 2008, Travis Kalanick
and Garrett Camp were shaking while waiting for a taxi. None came. Timely, the
company started at that time as a half-serious joke about asking for a private
limousine through an application. After that night, Camp and Kalanick
separated, but the idea stayed with both. Shortly after, "UberCab"
was born.
In March of the following year, the two co-founders
developed the application and proceeded to test it in New York in 2010 using
only three cars. Upon returning to Paris in December 2012, they launched Uber,
exactly three years after the application was first conceived there.
The company has grown exponentially since then,
revolutionizing the meaning of traveling on the road. However, one of the most
inspiring elements of that trip is the way Uber has told his story in all the
elements of the brand. The entire Uber platform, from the application to the
tone of voice and design, is a master class of branding.
Lesson: Think creatively about how your story tells each
element of your brand, both online and offline. Consider how to increase your
existing brand elements in memorable elements that convey who you are and what
you do. What other opportunities do you have to deepen your customer's
experience with your brand?
5. Monzo: the coral menu
It is rare for half of the population to know their brand
instinctively only by the color of a debit card. But that is exactly what the
British company FinTech Monzo has achieved.
In just a few years, the alternative banking startup has
taken the United Kingdom by surprise. By existing at the crossroads of
technology and user experience, Monzo grew in response to growing public
dissatisfaction with existing forms of banking.
Following the financial crisis, Monzo (originally called
Mondo until he surveyed customers by a new name) worked hard to develop a brand
identity based on transparency; challenging big banks about the meaning of
money in the digital age. Now, the company is a family name: a claim backed up
on its website with the headline: "55,000 people open a Monzo account
every week."
But the company's most famous brand asset, its luminous
coral debit cards, did not emerge as a typical brand decision.
The CEO of Monzo described how the deadline of a printer
caused the company to press its designer to provide final tests, in the absence
of an hour and a half. Frustrated, the designer suggested that they could also
wear the color of their shoes, a pair of hot coral Nikes.
The CEO loved it, and the color stayed. Ironically, the
color of the card became perfectly emblematic of the Monzo brand values: bright,
different and bright.
Lesson: Trust the creative process; Be open to happy
accidents when exploring your brand identity! Remember that sometimes a little
pressure under tight deadlines is where the best decisions can be made. Don't
be afraid to set deadlines for yourself to keep the momentum and great ideas
flowing.
The great design begins with small ideas.
Companies that can visually tell the story of who they are
and what they do are more likely to captivate customers and establish a deeper
connection over time.
Visiting your beginnings again is a great way to get clarity
about the direction of your brand. Think about why you started in the first
place and how you can portray that as a message, a visual identity and the
actions you take as a business.
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