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Skip to 0 minutes and 1 secondThis presentation is called 360 brand identity.

Skip to 0 minutes and 8 secondsWe used to call brand identity 'corporate identity.' It was the design for a company, and it had two dimensions to it, the verbal and the visual. And perhaps, the most important was the visual logo.

Skip to 0 minutes and 24 secondsBut we're moving into a world, a more sophisticated world of 360 identity. As the world has developed, there are more opportunities for brands to express themselves, not just in the verbal and visual dimensions, but also sensorial, like smell, and interactive, like gesture control, such as the way that you control your mobile phone or tablet using a pinching gesture with your fingers. That's a sort of brand signature. So these touch points form a 360 spectrum, a huge wheel of opportunities to express the brand.

Skip to 1 minute and 5 secondsEven superheroes move with the times. Back in the 1960s, Wayne Enterprises, that's the company behind Batman, of course, had some visual and some verbal assets, and that was all. But now, there's a whole range of sensorial and interactive things going on, too. It's an identity, if you like, with greater wingspan.

Skip to 1 minute and 28 secondsSo sophisticated modern brands are doing everything they can to take advantage of every touch point around that circle, like Apple.

Skip to 1 minute and 39 secondsAnd sometimes brands start small. So Google started with mainly visual, a bit of verbal. But Google now operates around quite a lot of our 360 circle.

Skip to 1 minute and 57 secondsInterestingly, identity these days is much less about logo. Logo is important but less central. And some online brands have visual icons which are just as powerful as their logos, like the map pin for Google or the like symbol for Facebook.

Skip to 2 minutes and 17 secondsAnd what we're seeing [INAUDIBLE] in the world of brand identity is fewer rules-- like the rules that led to the various different Olympic brand identities over the years-- fewer rules and more tools. And the London 2012 Olympics identity was hugely based on tools that enabled designers to create material, experiences around the whole 360 circle that helped build the brand.

360 brand identity

Almost every brand has a distinctive name and logo. But these are only two elements in a brand identity. This slideshow gives you the complete story – brand identity through 360 degrees.

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The Secret Power of Brands

UEA (University of East Anglia)

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