image reseach

  monotype

Monotype is a type foundry that own typefaces like Helvetica, they have a type champions award. its a new program they have started where they recognize brands that use creative innovative mand memorable use of typography in developing maintaining their brand identity. One of the winners for 2019 was & other stories, they acknowledged their simple use of type that stood out as they use sans serif typefaces. The typographical use is not quite what I want karma for the website I think as I think the money type and subheading type is a bit too bald, the good thing about that though is that Showcases the brand it doesn't necessarily have to be the thing that I love the most it's what works and it's recognisable for the consumer. as there is  I need 4 grand to be recognisable so they could be recognised forever if the word promotes something, it was on Instagram or on the street it shouldn't matter. Promotional material Shannon and I are the very visually appealing period the use of watercolour where's well for this brand and the type doesn't feel misplaced on this card the same as for the advertisement it makes sense there it's just that it's slightly lacking on the website.  what would be nice if they had the tokays as a variable type they had a lot more different options for the type that could be used on the website.  as that would make it more cohesive as a brand I said the same typeface but you slightly slimmer nothing that could be cool if it was an italic, in my opinion. I was obviously not in charge of  choosing the winner but that's a brand it makes sense for them with all the decisions they just some slight tweaks I’d  want to make personally

Nike

the use of the simple type layout and black and white photo showcased conviction from the brand and  Colin Kaepernick it Showcases and Ethos of the Brand and it doesn't seem like they've sold out for or money with this campaign. good even and losing a bit if that's normal for Nike at this time of year they did get into some controversy that also was marketing for them and showcase the people that might not have noticed that Nike was supporting the black lives matter movement which helps the brand.  the simple use of typography is effective as it just says what it is and it showcase who is saying it was the image they don't want to do it and they don't do the normal sans bold serif typeface and a statement they've chosen the most viewed and convincing type to please (Errol morris) 

lush

 I've told us about last for the brand works really nicely in terms of showcasing how to use type for a brand. as they don't have any specific anthem materials they have the typefaces that they use over and over again.  the brush typeface is not often used in bigger brands as it has a tendency to seem childlike on not professional but in the sense, it makes sense for Lush’s sustainable approach that they have.  simple and let the brush type the just the one place as the name of the product you haven't gone overboard that kept it simple and that way it is effective and easy to recognise as a lush product with both the black branding and the type.  and if you had a couple of the products of the similar type of shower gel you can easily pick out lush and both from the packaging and the typography useless you'll be able to pick out what lush was. 

hjemmet and det nye

 Eric Speakman stated that you can easily see the type trends in the magazine these to completely showcase that.  but you don't just showcase the trend but they also showcase the trend for that age group. the use of bold elongate you to the sans serif typeface for det nye showcase is the more contemporary younger audience that the magazine has its simple and it could be used as a display piece and a home for that audience is young females from  20- 35  Showcases fashion and Styles and some societal issues. Hjemmet in comparison Showcases the need for the slightly older generation to know exactly what the by it's ok every article pretty much on the front page and it uses a more is more tactic to capture the audience.

Pepsi (vs cola)

Racing in recognisable logo and what is purely their brand.  I have always been in the shadow of initially they try to do a similar style of logo to you Coca-Cola with a decorative typeface however this may so that they were constantly compared.  they've gone through so many changes compared to many other brands ask they were fighting for and ability to stand out compared to Pepsi they've done this also in their marketing campaigns recently they've worked on comparing Coca-Cola to Pepsi and throughout there partial research they have found that many people preferred have  Pepsi. this is not fully believable as the research come from them but the tactic works it doesn't really matter. to be picked up from soda, I'll you need to stand out and be prominent in the shelf without looking like everything else. 

dove 

 dove uses a lot of associations real people in the ad campaigns this promotes this connection to the consumer.  it makes it seem like anyone would fit in they have had a controversy by the had a black woman take a certain become a white woman as seen below where they got in a lot of trouble about that as it seems like when he became a white female.  they should have thought about the aftermath of that as they are known to be such an exclusive brand they were heard by because people saw it as a racist advertisement showcasing the product into becoming with the westernised Standard of beauty.  this ad campaign against the brand Ethos with showcasing people being good enough as they are and therefore they lost a bit of there believability in the product.  brand loyal and belief-driven consumers would probably be too hard like this as it goes into and people wouldn't buy into it as it doesn't seem ethical.

Nivea

 the shelf recognisability another brand is a pivotal part of the thing that would draw a consumer it is the typography as it is I said little thing about you probably wouldn't notice that when he sees that you can recognise you are more likely to grab for it.  the recognizability of a  logo like Nivea in that the market is such crowded for is needed for them to become something more.  without logotype, they would not be as they are as people wouldn't connect the dots and things that they've bought as they have a fair bit of Range in their product.  I would argue that the logo itself is nothing special, the use of the blue is quite nice for the brand but I think that the circle is a bit heavy for the brand as it should be a bit lighter.  the going across from female body Care to mail but it probably works very well.  the logotype is nice and easy to recognise will just keep the point in around in addition to to a good Ethos.

Bernays cigarettes 

This is sourced back to Edward L. Bernays nephew of Sigmund Freud started his career by raising awareness to venereal decease, he later applied Freud’s idea that irrational forces drive the human behaviour (Held, 2009). Bernays thought that by understanding the collective group mind it would be possible to manipulate the behaviour without them being aware. He tested this hypothesis by launching a public relations campaign for women to smoke in public, which was taboo in the 1920s. (Elliot, 2001). Bernays consulted a psychoanalyst To find out what the people associated with cigarettes especially the females. they found out t that cigarettes were a symbol of male power. They then Applied thereFreudian Theory of psychoanalytic theory to consumer behaviour. A major application is using Freud's inputs to create a brand image. If a brand can appeal to a deep wish, fantasy, aggression or some escape from life, then consumers may equate a brand or specific line of products with a desire.  And used that to promote cigarettes and alter the viewpoint of women smoking in public. He made a campaign challenging male power, he made Lucky strikes advertisement “Torches of Freedom”. Showcasing the then fantasy of being equal to men. This way he altered the way of marketing for the western world. The comparison of visual language is uncanny and there are clear similarities in the tone of voice and the general use of visual language.  (Rakhi Chakraborty, 2014)

The fraction between propaganda and marketing is very strong as it is a way of convincing the consumer about something right alright for them.  it seems extreme it really does but if you take a look at a piece of propaganda examples this pieces of Nazi propaganda.    the use of colour and typography in this post that is strong they obviously know what they're doing it is promoting this idea of a German student that's doing the best of being the perfect medicine as this white male that is fighting for the German people.  the Bold colours attract your attention to the poster and on the street, it would stand out it seems nationalistic for the time I'm and playing on that was quite a big part of the nazi regime.