Branding – The process of creating a unique name and image for a product

Note: Once a unique name and image has been created it needs to come alive in a consumer's mind, mainly through advertising campaigns with a consistent theme.

To remember what branding is, recall the following mnemonic:

In branding the cow, she used a unique name and image each time.

When she branded the cow, she left great images (brand image), God knows what the customers would think.

Commercial artists are often employed in branding, creating logos and images, choosing typefaces and laying out advertisements. They might be involved in creating animations that include artwork for TV, internet and cinema.

Coca-Cola is one of the most recognisable brands in the world.

Coca Cola is one of the most recognisable brands in the world

While Coca-Cola have their name as their logo, some brands are so well known, most people would know them just by the logo. Starbucks is a great example of this.

For this project, we're going to create a brand for your artwork. You'll need to think about the following four things:

Name
Slogan
Logo
Colour scheme

Below is how a creative commercial art team carried this out for McDonald's.

Name Slogan Logo Colour scheme

When choosing your name, you need to think about whether you want to use your own name, or an invented name. Maybe you have a favourite animal you want to include or have a nickname that you're more commonly known by? Write as many ideas as you can think of and choose your favourite. We have chosen The Painted Dog as our brand name! Don't forget to also think about what your brand does. We're building a brand for an animal artist.

When choosing your name, you need to think about whether you want to use your own name, or an invented name.

Now it's time to create your logo out of your name or symbolise the name. A logo is a symbol or other small design adopted by an organisation to identify its products or company. Simple logos often work best, but some brands have very complicated logos and are still very well known. What elements do you want to include? If your logo is just going to be your name, will it be a signature or a specific font? Sketch out various ideas and choose one you want to refine.

Now it's time to create your logo. Simple logos often work best, but some brands have very complicated logos and are still very well known. What elements do you want to include? If your logo is just going to be your name, will it be a signature or a speci

We have chosen the cute African painted dog puppy who's holding the paintbrush in its mouth. We feel this will suit our brands style of art.

Then, you need to choose your colour scheme. Think about what different colours portray. Will you use natural tones, bright neon colours, pastels or primary colours? Just one colour or several?

We have chosen the pink, dark purple, white and blue. We feel this would suit our brand of adorable and colourful animal art best.

Finally, once you have decided on your colour scheme, draw up your final logo with the colour scheme.

Next, you need to think about a slogan. What do your want your business to say? Popular brands create slogans which get stuck in your head and are easily recognisable. For instance Tesco: "Every little helps" or Maybelline: "Maybe she's born with it. Maybe it's Maybelline."
Again, write your ideas down and choose the slogan that you feel best fits your brand.

Next, you need to think about a slogan. What do your want your business to say

We have chosen "Wild at Art" as our slogan because it's short and to the point, and also plays on the saying "wild at heart".

Experiment with placement and decide where you want your slogan to sit.

Choose where you want your slogan to sit. Do you want it to be a part of your logo all the time, or just appear in certain merchandise? We think the slogan might distract from our logo, so we'll just save it for merchandise where it can be separate.

We have chosen directly underneath as we feel the others are either too hidden, or distract from the main logo. Plus, it is easily separated or removed if we decided not to include it on merchandise.

Finally, draw up your final logo with the colour scheme and slogan.

Finally, once you have decided on your colour scheme, draw up your final logo with the colour scheme and slogan.

If you were really thinking about going into business, you could get your name, logo and slogan printed on merchandise, either using transfer paper which can be printed at home (for t-shirts), or using an online printing service.

If you were really thinking about going into business, you could get your logo printed on merchandise, either using transfer paper which can be printed at home (for t-shirts), or using an online printing service.

Branding.