An introduction to brand design

Distinct – отчетливый;

in order to – для того, чтобы;

refers – относится;

broad range – широкий диапазон;

spanning – охватывающий;

harnessing – освоение;

succinctly - кратко

evoking – вызывающий;

specifically – конкретно;

research – исследование;

therefore – поэтому;

via – через;

touchpoints – соприкосновение;

crucial – решающий.

Brand design is a process of creating a distinct identity and personality in order to communicate and promote an organisation, person, product or service. Because the term ‘brand’ itself refers to a very broad range of attributes, this identity goes way beyond the purely visual, spanning many different aspects of an organisation and its products or services and harnessing many different communication and design skills.

Brand design is therefore a much deeper and broader process than visual identity design, although graphics are often a crucial way of succinctly symbolising and evoking a brand and its associations. In fact, brands reach people via what many designers will call touchpoints, including:

-Visual elements, including corporate identity and other graphics

-Customer service

-Product attributes

-Physical environments

-Print communication

-Online/digital interaction

-Language/copywriting

-Packaging

-Materials and their visual or tactile qualities

-Form

-Sound

-Other marketing communications activity

Because brand design can involve work in any combination of the areas listed above - and more besides - the Design Council’s design industry research does not single out data specifically for a ‘brand design’ sector. However, the communications aspects of branding – corporate identity, graphics, print and information design – accounts for a large proportion of the design industry’s work overall, with around two-thirds of designers employed, at least partially, in this area.

Exercises:

1.Give Russian equivalents of the following phrases:

this identity goes way beyond the purely visual, brand design is therefore a much deeper and broader process than visual identity design, Visual elements, including corporate identity and other graphics,

materials and their visual or tactile qualities, spanning many different aspects of an organisation and its products or services and harnessing many different communication and design skills.

2.Say if the following sentences are true or false:

1.Brand design is a process of creating a distinct identity and personality in order to communicate and promote an organisation, person, product or service. 2.Brand design is therefore a much deeper and broader process than visual identity design, although graphics are often a crucial way of succinctly symbolising and evoking a brand and its associations. 3.Brand design can’t involve work in any combination of the areas. 4.The communications aspects of branding – corporate identity, graphics, print and information design – accounts for a large proportion of the design industry’s work overall, with around four-fifths of designers employed, at least partially, in this area.

3.Insert missing words, use the text’s vocabulary:

1. Brand design is a process of creating a distinct identity and personality in order to communicate and promote a...,..., product or.... 2. In fact, brands reach people via what many designers will call touchpoints, including:...,...,...,...,.... 3. Brand design is therefore a much deeper and broader process than visual identity design, although graphics are often a............ symbolising and evoking a brand and its associations. 4. However, the communications aspects of branding – corporate...,...,... and information design – accounts for a large proportion of the design industry’s work..., with around two-thirds of designers..., at least partially, in this area.

4.Translate these sentences into Russian:

1. Because the term ‘brand’ itself refers to a very broad range of attributes, this identity goes way beyond the purely visual, spanning many different aspects of an organisation and its products or services and harnessing many different communication and design skills.2. Brand design is a process of creating a distinct identity and personality in order to communicate and promote an organisation, person, product or service. 3. However, the communications aspects of branding – corporate identity, graphics, print and information design – accounts for a large proportion of the design industry’s work overall, with around two-thirds of designers employed, at least partially, in this area. 4. Brand design is therefore a much deeper and broader process than visual identity design, although graphics are often a crucial way of succinctly symbolising and evoking a brand and its associations. 5. Because brand design can involve work in any combination of the areas listed above - and more besides - the Design Council’s design industry research does not single out data specifically for a ‘brand design’ sector.