Research for Meaningful Brand Systems: Feedback & Test Run
Since we have the KB lessons project going on to create and refresh our STA trainings, we are also doing a feedback and test run set of rounds to make sure that the KBs are up to par. Recently, I was assigned to do that for Athena’s Branding: Research for Meaningful Brand Systems KB.
I won’t bore you with the details of the feedback I gave, but the following are my results for the activities as I performed the test run:
Instructions: Stop and Reflect
After learning about UT’s brand guidelines, take some time to reflect. Does your perception of UT align with the identity UT sought to create? Why or why not? Do you have any specific examples in mind of how you noticed UT manifesting its principles? Let us know in the Basecamp comments.
My Reflection
I believe my perception of UT aligns with the identity the University has sought to create. I think UT has been very successful in bringing the essence of audacity into all levels of the brand and institution. I also think they’ve done an excellent job at balancing the identity of a sports school and a research school by unifying professionalism and community through their brand guidelines.
Instructions: Stop and Reflect
What are some of the ways brands use brand identity and strategies to execute their values? Comment one or two ideas on Basecamp.
My Reflection
Ways brands use brand identity and strategies to execute their values:
– To target a specific audience
– To position themselves against their competition and stand out
For the Conducting a Brand Audit activity I collected a bunch of different images for logos, social media pages, slogans, blogs and news, and color schemes. Then I wrote the following for how these things contribute to the Visual Identity of the College of Liberal Arts:
All of these are great examples of ways the College of Liberal Arts visually represents their brand identity, mainly seen through cohesive colors and similar typography. It in not only successful on unifying the brand identity within COLA, but also with the general UT identity.
Last but not least, here is my final brand book for the Fairy Forest Cafe prompt in the Applying the Concepts activity.
Here’s a better look at the menu:
