IT company branding: what is the DNA of a successful brand. Shop style gamma and fonts - exploring their associations and visual lightness
Die Geschichte von Google begann 1995 an der Stanford University. Larry Page überlegte, an der Uni Stanford zu studieren, und Sergey Brin, der bereits Student dort war, sollte ihm den Campus zeigen.
Einigen Erzählungen zufolge konnten sie sich während ihres ersten Treffens auf schier gar nichts einigen - doch schon im folgenden Jahr begannen sie ihre Zusammenarbeit. In ihren Wohnheimzimmern entwickelten sie eine Suchmaschine, die mithilfe von Links die Wichtigkeit einzelner Webseiten im World Wide Web ermittelte, und nannten diese BackRub.
Kurze Zeit später wurde BackRub (zum Glück!) In Google umbenannt. Dieser Name basiert auf einem Wortspiel mit der mathematischen Bezeichnung für die Ziffer 1 mit 100 Nullen und steht für die Mission von Brin und Page, die Informationen der Welt zu organisieren und für alle zu jeder Zeit zugänglich und nutzbar zu machen.
Im Laufe der nächsten Jahre begann sich nicht nur die akademische Welt für Google zu interessieren, sondern auch Investoren im Silicon Valley wurden auf die Suchmaschine aufmerksam. Im August 1998 stellte Andreas von Bechtolsheim, einer der Gründer von Sun Microsystems, Brin und Page einen Scheck über $ 100,000 aus. Google Inc. wurde offiziell registriert. Dank dieser Investition zog das neu eingetragene Unternehmen aus dem Studentenwohnheim in sein erstes Büro - die Garage von Susan Wojcicki (Mitarbeiterin Nr. 16 und aktuell CEO von YouTube) im kalifornischen Menlo Park. Klobige Desktop-Computer, eine Tischtennisplatte und leuchtend blaue Auslegware bestimmten nun die Arbeit von den frühen Morgenbis in die späten Abendstunden. Die Tradition einer Arbeitsumgebung hält bis heute an.
Bei Google ging es von Anfang an eher unkonventionell zu: Der erste Server wurde aus Legosteinen gebaut, und das erste "Doodle" (1998) bestand aus einem Strichmännchen im Logo, das Besucher der Website darauf hinwies, dass sich das gesamte Team freigenommen hatte und zum Burning Man Festival gefahren war. Unser Leitsatz "Tu nichts Böses" und " Unsere zehn Grundsätze "reflektieren unsere unkonventionellen Methoden. In den folgenden Jahren begann das Unternehmen, rasch zu expandieren, stellte Informatiker ein, baute ein Vertriebsteam auf und begrüßte mit Yoshka den ersten Google-Hund imuchn Google Team, Die Garage wurde sogle sogin derzeitigen Unternehmenssitz, den Googleplex im kalifornischen Mountain View, um. Der Wunsch, die Dinge anders anzugehen, zog mit. Und Yoshka auch.
Die unablässige Suche nach besseren Antworten steht nach wie vor im Mittelpunkt unseres gesamten Schaffens. Inzwischen beschäftigt Google über 60.000 Mitarbeiter in 50 verschiedenen Ländern und stellt Hunderte Produkte her, die von Milliarden Menschen weltweit genutzt werden, von YouTube über Android bis hin zu Gmail und natürlich der Google-Suche. Obwohl wir die Lego-Server abgeschafft und uns noch ein paar Hunde zugelegt haben, hat sich auf unserem Weg von der Garage zum Googleplex bis heute eins nicht geändert: Wir wollen weiter Technologien für alle Menschen entwickeln.
When creating a new online store, it is convenient to use a short guide to creating basic brand elements and website style. This is exactly the reminder provided by the site
Depositphotos
Deciding who we attract
The brand of an online store is not a "street sign" informing any passer-by about something, but a marketing and advertising tool that delights your ideal customer and satisfies his needs.
Of course, first of all, you need to define your target audience, identify its properties, study its likes and dislikes - and proceed from this in the store's identity.
We formulate a unique selling proposition (USP)
Formulate in one sentence: the qualities of your customers, what you offer them (both the product and the service), what values \u200b\u200bare you basing on; and most importantly, how you differ from your competitors.
This will be the USP - a formula from which it is much easier to deduce the name, logo, slogan, and style of the online store
Inventing the brand slogan - "impression serving as a door"
Slogan is an optional but still preferred feature of modern retail branding. To be read, it should not exceed 7 plus or minus 3 words - but still manage to surprise or please the site visitor.
To do this, use parts of the wording of your USP. You can say in the slogan who you are working for ("for caring mothers"). Or declare your difference. Name your values. Describe the main qualities of your service or your product. And finally, play with some word of your sphere, coming up with a transparent and cheerful neologism.
It is also sometimes appropriate to make a slogan rhymed .
Remember that the slogan, unlike the name of the store, can be changed - for example, reflecting in it a very important, unique chip that has appeared in your possession.
We do not narrow the store name and website address
It is also better to base the name of the store on the wording of the USP - but from all its parts, it is better to start choosing a name not with your products.
Ideally, the name and address of the online store should not to define a narrow product niche. After all, if you get promoted, start expanding your assortment, then a narrowly-product name will become problematic for you.
For a similar reason, you shouldn't use narrow-associative emotions for a new brand - for example, especially "cute" words (also with funny ornate "handwritten" fonts) for a children's goods store - you never know what you will start selling in three years!
The name of any store may well speak of the most abstract values.
Or be an object, phenomenon, term unrelated to your product (as both Apple brands Is an American electronics brand and an English record label). ...
It can be an abbreviation - or a two-word layout. It can be a proper name - personal or geographic. Also, the brand name can be a word you have invented that looks nothing like anything - or a word with one or two letters changed.
Finally, sometimes it is appropriate to take some feature, a detail inherent in a very wide and numerous product lines, many of which you may sell sometime (a good example: the name Rozetka) and use this word in branding.
Checking the brand name
First, check if there are already online stores with your chosen list of names.
Secondly, examine the list of names you have chosen for availability and the final cost of the web domain name.
And thirdly, ask young people and representatives of your target audience if the chosen word (phrase) has additional or slang meanings and associations that are unknown to you and inconvenient for you.
Draw a store logo - vector, beautifully scalable, abstract
Draw the logo directly in the vector - for easy zooming in and out.
Do not forget to test its readability in a browser with miniature favicons (16x16 pixels) - or create a simplified but recognizable replica for these miniatures on your logo.
The best logo in modern terms is something abstract. You can take any geometric composition - and only then give it a precise meaning with special explanations (but this is not necessary).
However, there are rare cases where trade business requires a more "heraldic" approach to logo creation - then the above design tips are even more relevant.
Shop style gamma and fonts - exploring their associations and visual lightness
The color and font identity of the online store is ideally based, first, on the difference from the closest competitors.
And secondly - on the generally accepted associations of colors and their combinations with different emotions. And also on other color design rules - such as "three basic colors with a distribution of 60-30-10", "high contrast of the button color with the background color" and some others. For more details see, for example, in.
Finally, fonts, backgrounds, non-clickable banners and blocks should be selected, first of all, on the basis of their service, secondary role. That is, first of all, they should not strain, not overload the client, not draw attention to themselves - in general, they should not prevent the visitor from watching and reading product pages and other useful content of your site.
Bescom
To Flashman:
personally, it seems to me that Yandex has recently begun to issue more relevant results
Alex smith
The last point is creepy. Goosebumps. 🙂 But about the generosity of Google: today I check the earnings adsense, a nightmare - only one cent and two clicks. It has not been a long time since so many little things in one day. Yesterday they were at $ 0.36, there are even more, depending on the subject of the pages. And then 1-2 cents. We need to raise prices, not give away AdWords coupons for free. I think so.
Sd3000
Although, of course, there is no need to argue about leadership yet.
Flashman
Google as it was and will be, for a couple of years, for sure, a search giant. Although zero sites can get into its search results, you still have to try hard for a serious key request. Well, as for the issuance of Yandex and Google, it is still difficult to say what, personally, it seems to me that Yandex has recently begun to issue more relevant results IMHO.
Leonardo
Google is a great search engine!
Although Russians mainly use Yandex, I advise everyone to google everything! In terms of functionality, Google is better than Yandex, and it has more chances to find the information you need! And many more pluses ...
Duna
Well, what is it that Google will generate the issue? :) What can it form in your subconscious mind upon request, say, porn? Never mind. The same as for 99% of other requests. And believe me, it is possible to form your opinion on any issue without Google. So there is nothing wrong with Google.
Lightg
Yeah, in the last paragraph, you definitely got excited) To me, Microsoft's affairs seem less harmless than Google. Still, the issue of the principles of generating the issue is not as scary as a closed code, in which really anything can be. The lion's share of the firm's activities often depends on the program's activities, and not so much depends on one site.
Apocalyptic
that's exactly 8), 🙂The last point is creepy. Goosebumps
And then 1-2 cents. We need to raise prices, not give away AdWords coupons for free.
Well, yes, there is probably a connection, in giveaway coupons and lower click prices
Google isn't as fluffy as it used to be. It has overgrown with a very large number of outgrowths that, under the "good" name of Google, start and develop black deeds.
Well, yes, when there is less money, it becomes clear who is who.
Starting with the new year, I looked at my statistics, bing is starting to gain momentum. That was surprised to be honest.
I myself am surprised that it indexes sites very slowly. One guy from the forum wrote that he had the main traffic from Bing, somehow successfully optimized for Bing
To date, traffic from search engines, ..., from Google almost doubles
If it's not a secret, how many visitors does the gosh send you per day? 🙂
Google as it was and will be, for a couple of years, for sure, a search giant. Although zero sites can get into its search results, you still have to try hard for a serious key request.
It is really not easy, and this despite the fact that all filters do not work in the Russian Internet, how are sites promoted in the bourgeoisie 8)
In terms of functionality, Google is better than Yandex, and it has more chances to find the information you need! And many more pluses ...
And so I use Yandex! But if I don't find it, I go to Google!
So then you go for the company 🙂
I myself use Google, Yandex only to analyze the search results and competitors.
Well, what is it that Google will generate the issue? :) What can it form in your subconscious mind upon request, say, porn? Never mind.
I don’t know, I don’t have direct arguments, it’s just a little unpleasant that one search engine answers all questions. Considering that he processes 40 billion per month. requests, then if one hundredth of the responses to a request is a trick, then this is 4 million requests per month, not so little 🙂
Yes, in the last paragraph, you definitely got excited) To me, Microsoft's affairs seem less harmless after all
Well, yes, given that not only firms but also state enterprises work on windows.
Still, the issue of the principles of formation of the issue is not so terrible
Well if that's really the case :)
Seogle
Yes, Google is still the first in the world. But here's the scary thing: imagine that all Google services have stopped working! What would be - no mail, no analytics, no dox, no YouTube, no blogger and no search !!! Internet floor not working b!
This is scary!
Branding company is a set of activities aimed at creating a holistic brand imagebased on its values. Do you need branding in the fieldIT, where is the main thing - the ideological and vector of the company's development?
SphereIT technologies is a rapidly developing area modern science and technology. In the XXI century each hour appear new inventions, technologies and design solutions. All new ones are launched progressive-minded companieswho boldly look to the future and believe that they can change the world. but ideological fuel is not enough for a long time... As with groceries, it is not enough to just a good product and hope they will buy it.
For differentiation among many other brands, global IT companies invest a lot resources in branding and marketing... In this article we will talk about branding inIT-sphere on the example of well-known companies.
How to build a brand: the ingredients of branding
Branding has two parts - verbal and visual. All visual elements (corporate identity, advertising communications) are based on verbalcomponents - the legend, mission and goals of the brand. Branding helps shape added valueincreasing the value of the company itself. Wherein intangible (customer loyalty, brand awareness) turns into material (monetary equivalent for company employees).
LinkedIn, social media IT company branding
Social network for businessmen and just successful people - LinkedIn - considers branding to be an important area of \u200b\u200bdevelopment. therefore marketing for this IT company strives to ensure that she always looks good in all conditions. Even all the necessary materials from guideline brand are freely available on the website... At the same time, the social. the network is an excellent platform for building own brand personality.
→ About who needs a personal brand and why read in our article: 9 tips for building a brand personality you'll find .
Mission and naming development for an IT company
Mission LinkedIn consists of bringing together professionals from all over the world in order to increase their productivity and success. Brand naming displays this target - LinkedIn stands for United. This social. the network gives users a unique means to develop their own profiles and establish contacts with trusted companies. The service is designed so that provide quick and convenient exchange of ideas, information and knowledge.
Development of a corporate identity for the field of IT technologies
Corporate font
At the stage creating a new brand the company took seriously developing a unique image... Therefore, for different media and cases, different fonts... In most cases, the company uses its unique fontfamilies Source sans for headlines and offline advertising materials. In other cases, for example, for registration presentations in PowerPoint, used Arial... Font Georgia italic applies exclusively to letters to clients and highlighting quotes.
Signature colors
Corporate colors - blue, black and white... The main color is blue. He is core of company branding and must be present everywhere so that customers can easy to identify brand... LinkedIn uses four more colors to give emphasis... However, their use is strictly regulated and it is recommended not to use more than one accent color. These colors cannot be dominant and only complement the main palette.
Creation of a logo for a brand in the IT field
Brand logo LinkedIn is the name of the company in three primary colors. Guideline regulates security zone logo, his permissible sizes on various printing products, as well as options for using the sign itself [in]... Depending on the color and brightness of the background, we recommend using monochrome options logo.
IT brand positioning
Positioning Oracle builds on three principles partnerships with clients:
- development of social goals in line with marketing goals;
- timely provision of expert advice;
- delivery of quantitative social values by opening up new opportunities for traffic monetization.
Also for each of its products (programs) the company develops individual positioning strategiesthat depend on the target audience.
Design of corporate identity for an IT company
For Oracle color palette and font set are two main elements that provide a clear and consistent representation of the Oracle brand. They play a major role in maintaining a strong brand image worldwide. For iT company logo design a unique slab font in red. In print and online materials, four fonts are allowed: Univers 55, 66, Garamong 3, Garamond 3 Italic.
IT company slogan
Google's slogan sounds like “ don 'tbeevil", Which means" don't be evil "or" don't do evil. " The founders of the company explain it as one that promotes no conflicts of interest, and requires objectivity without bias.
The target audience
Branding Google built around his target audience - these are young people aged from 18-25 (28%) to 25-35 years (49%). With increasing popularity mobile devices and wearable gadgets users want to have the same experience of using a search engine as on a computer... Today the number of requests from portable devices already exceeds the number from desktop ones. This forces the developers of the company to do adaptive designthat will represent the company ideally in any conditions.
Google branding
In September 2015, the company held rebranding main identifying elements - logo and color palette.
→ Before carrying out rebranding companies need to do brand analysis... This will help retain existing customers and understand how to attract new ones... Read more about brand auditing.
IT company logo
The developers brought the logo to geometric purity of shapes... Now the logo looks like perfect on any device. He kept the same play of color, and letter "e" everything is also inverted as a reminder of the uniqueness of the brand.
Signature colors
The corporate colors were also changed. Designers adjusted the color saturationif they are adjacent. Now red, yellow and green do not appear darkened in the immediate vicinity of blue, and retain their original meaning.
Corporate font
Especially for the company was developed unique sans serif font Product Sans... It has retained its inherent simplicity and neutral uniformity. The font differs slightly from the company logo and highlights the main products of the brand.
Corporate culture of an IT technology company
Google supports image open-mindedness of the companywhere implemented innovative corporate culture... The office environment is informal because “ you can be serious without a tie. "... The company is focused on development of the potential of each individual... Thanks to this, Google can boast of many young employees.
Netflix - Online Cinema Anywhere
Netflix is \u200b\u200bone of the best suppliers of original films and TV series on the net based on streaming media. The work of the company is based on such principles as honesty, selflessness, thirst for knowledge other. Branding helps the company create a strong emotional connection with the target audiencewhich is built on the support of these principles.
Brand naming development
Name Netflix brand comes from the Inter connection net and flicks (short form flix), which means "cinema". This is how Netflix or “ cinema on the internet».
Positioning and brand slogan
Like most IT companies, Netflix is \u200b\u200bpositioning around accessibility. Anywhere, anytime and from any device the user can watch the continuation of the series. And so the slogan of the company says “ See what "s next. Watch anywhere.Cancelanytime". At the same time, the company is aimed not only at consumers but also at producers. One of the ways Netflix is \u200b\u200bpositioned is to present the company as such that helps content creators reach a global audience.
Netflix branding
In 2014, the rebranding Netflix, which combined different components of the brand under one idea and created a holistic image... When developing a corporate identity main goal was the creation equally attractive image of the company on any advertising media. Corporate identity elements should be volatile and at the same time systematic... The corporate identity of the brand is based on The stack is both a visual metaphor and an identifying system. The stack is built by piles of individual cards.
IT company logo design
The logo, which was the face of the company for almost 14 years, was replaced by new flat logo... Thanks to its curved shape, the logo remains familiar to the target audience... For the transfer of the logo to printing products, it was greatly scaled and cut into several pieces. Moreover, the logo retained its recognition.
Signature colors
As corporate colors the standard combination is used "White-red-black". Many successful TV series produced by Netflix in the genre drama or thriller... This choice of colors is successful emphasizes the style of the company. The use of colors and the logo creates a strong association between Netflix and the cast.
EPAM Systems - software development worldwide
EPAM is global outsourcing company to develop software for financial, medical and other industries.
Positioning and slogan
The brand develops its positioning in two directions... For their partners, clients and potential customers EPAM is team of professionals, which designs the best software. Their slogan “ EngineeringisinourDNA”-“ Designing in our DNA ”underlines this positioning. To attract potential customers, EPAM has a business representations all over the world in the main consumer countries of the software.
For search for technical specialists the company is promoted in markets where there is a large offer of job seekers. To attract the best programmers, the company positions itself as the best employer... For example, only in Ukraine EPAM has about 4400 IT specialists and is the most big company in the industry.
Corporate culture of EPAM
EPAM is aimed at results, therefore, in the offices of the company one of the best working conditions... Here, employees are provided with everything necessary for comfortable life and productivity. Play zones are set for a reason - switching to play helps you look at the problem from the other side and find solutions to complex problems.
IT company corporate identity
Logo companies are tag, so in most programming languages syntax elements are indicated... This immediately determines the specifics of the company's work and emphasizes openness companies ( tag is not closed). The company works in the fieldB2B and must inspire the trust of serious clients from global brands. therefore corporate color - blue, it is he who helps to communicate with customers.
→ Many useful information about color perception you'll find .
We have dozens of successful projects under our belt that bring tens of billions a year to brand owners. Remember, doing well is not enough. Improve yourself and improve your brand, and we we will provide you with all the necessary tools.
To order a company branding, contact us by phone +38 044 223 20 51 or mail [email protected]website.