Branding Strategy Insider Post Smash Your Brand

This is such an amazing post from The Blake Project’s Branding Strategy Insider, I just wanted to bring your attention to it. Packaging like the coke bottle in Derrick’s article even logo creation is an important piece of your credilbility.

I was going through an exercise with a group last night reviewing different ads in magazines. The quality of the ad and its level of professionalism was the first thing they noticed, the messaging and use of white space was second. These are also points of credibility. I also spoke yesterday with an interesting expert in logo creation Dr. Bill Haig who did his doctoral dissertation on credibility through logo design. Bill will be contributing an article soon to discuss this idea further, but the point is your logo is a fundamental part of your credibility. Now enjoy the article By Derrick Dey. Read it and think about it. This is great stuff… thanks Derrick!

Smash Your Brand

Back in 1915 Earl R. Dean, who was working at the Root Glass Company, was given a brief to design a bottle, which firstly could be recognized in the dark. And then, even if broken, a person could tell at first glance what it was.

Taking his inspiration from the pod of the cocoa bean, Dean produced a bottle with ridged contours. He succeeded beyond his wildest dreams.

This led to the Coca-Cola Company’s contourization strategy, which used the shape to emphasize the very brand. The bottle he designed was the classic Coke bottle, which has become one of the most famous glass icons ever. The bottle is still in service, still recognizable, and been passing the smash test for every generation over the last 80 years.

Read the Rest

Comments

[Ludvig A. Norin]

I look forward to the guest post on logos!
The facts on the Coca-Cola bottle is wrong though, it was created by a Swedish designer. I did a writeup on it over at my blog. http://tertiaryopinions/2007/03/30/coca-cola-bottles-and-swedish-pride/

[Derrick Daye]

Hi Jennifer,

I enjoyed this exercise as well. Thanks for sharing it here. For my own credibility I must say a guest author, Martin Lindstrom wrote this post.

Not sure about Ludvig's claim on who really designed the iconic Coke Bottle.

Derrick