6:21 pm
Brand Language
Following on from the brand handwriting lecture we had a couple of weeks back we looked at our own brands language in the seminar today. I looked at my group brand, Diane Von Furstenberg and Levi's. We had to identify elements of the brand language such as: colour, pattern, motif, logo, date, signature, monogram, place and the iconic product. We also looked at any extensions to the brand, diffusions and collaborations.
Diane Von Furstenberg has a very definite colour and pattern within her brand with the bright cobalt blue alongside patterns such as animal print and more frequently the inclusion of the pop art style lips. Her name is used as the logo which allows the brand to be more related to the person itself, however the brand is well known as DVF, the abbreviation of her name, which therefore makes the brand more official. Furstenbergs iconic product is her wrap dress which has its own section in the flagship store in Mayfair as this was her original design and relates the message of the 18hour dress to her customers. She has extended into multiple sectors such as a kids wear collaboration with GAP and a home ware range.
Levi's is similar to Furstenberg in the sense that they both have a very definite colour, Levi's being the bright red which is shown on products as the little red tab. They don't have a particular pattern but they have a smooth crisp texture to their products. The motif is easily recognisable whether it is the traditional white on red, just the red or even the shape in a completely different colour. The shape of the logo is also translated on to the pockets of their most iconic product, jeans especially the 501s. The signature is very personal due to the apostrophe to show that the jeans belong to you yourself however they also have the longer Levi Strauss & Co as the more corporate brand name. The brand is associated to America with the statement, 'This country was not built by men in suits'. Similarly to Furstenberg, Levi's have extended their brand to items such as fragrances and musical collaborations to have the first jeans that can play music.
Overall this task has shown me about all the different factors that can be involved within the brand language as well as the different components that can be analysed from one image, such as the different ways Levi's can be identified from variations of the logo.
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