BRAND IDENTITY

brand

a. type of product manufactured by a particular company under a particular name

b. the promotion of a particular product or company by means of advertising and distinctive design

c. a trademark identifing a particular make of goods

I feel the Coca-Cola logo has one of the strongest brand identity's. The cursive script used in the logo is very distinctive and globally recognised though the product is only sold in approximately 200 countries. The red and white coloured scheme in the logo was kept simple and distinctive to lure young minds though the red usually changes to black or silver for different types of Coca-Cola such as Coca-Cola Zero (no added sugar) and Diet Coca-Cola. As the original colours red and white are both extremely bold, they contrast against eachother in the logo attracting the attention of the public. The font itself, known as Spencerian script, is now highly recognisable after 125 years of the introduction of the product so when it is used in other ways other than writing 'Coca-Cola', the brand still comes to mind.

The McDonalds logo also has a very strong visual brand identity as it is one of the most successful global brands. The famous golden arches in the logo representing the 'M' from Mcdonalds, show style, significance and a strong identity. Two colours, gold and red, have been used in every logo design since the introduction of the company in 1940. The gold is always used for the 'M' which always contrasts with the red background or white background in some cases, attracting the viewers attention as it is bold and striking.