Join Sean Adams for an in-depth discussion in this video Branding before 1950, part of Foundations of Branding for Designers.
- In 1890, the options available to the…typical consumer were limited compared to today.…The local general store might carry…one brand of flour, coffee, sugar, and salt.…If you lived in a larger city,…you might have access to more choices.…By the twentieth century, this changed.…Mass production and easy transportation combined…to give the consumer more choices than ever.…To the manufacturers,…this meant harder competition.…To succeed, a product required quality,…value, and a good reputation, but first,…it had to catch the audience's attention.…
Let's use Morton Salt as an example.…By 1911, the company decided to embark…on their first national advertising campaign.…Now, salt isn't that exciting as a visual,…so the Morton Salt girl was born.…To prove that Morton salt would…flow in rainy weather,…the famous slogan, "When it rains, it pours"…was adopted.…This visual and message combined…with the salt's quality worked.…And Morton's is still the best-selling…salt on the Market.…
Many companies adopted the same literal approach…
- The history of branding (pre- and post-1950)
- The elements of branding
- Conducting research
- Solving problems and presenting solutions
- Creating logos and identity systems
- Building a visual system with color, typography, and more
- Communicating branding with manuals and vision books
Skill Level Beginner
3. Strategy 101
6. Visual System
Next steps1m 48s
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