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Design is an outstanding weapon in the competitive market. It bridges the company and the consumer and ensures a trustworthy and reliable friendship between the two. There are many real world examples brands showing how design is playing a central role in branding and communication in the market place. Three examples are Coca-Cola, Sony and McDonald’s. They are examples of widely recognized trademarks representing the global brand. They take unique designs which include the unique name, sign, symbol, color combination and slogan. Coca-Cola is the world’s most popular soft drink. It is sold in more than 200 countries. The first coca-cola logo was designed by John Pemberton’s partner and frank mason Robinson. It reveals the four design trends in one way or another. These are cooltural, rationaissance, responsibiz and sensuctive. Coca cola is of course cooltural because of its unique name sign and symbol and may be the way the colors have been blended. Coca-Cola though a design of the 19th century dares to be contemporary even to date. The typeface used is known as Spencerian script which was developed in the mid 19th century and was dominant form of hand writing in the united sates in that period but still remains modern. The coca cola design is sensuctive. The distinctive cursive script is very appealing. Its two C’s look well in advertising the red and white colored schemes in the coca cola logo were kept simple and distinctive t o lure young minds. The coca cola bottle was also designed to be responsibiz. It was designed in such a way that it was to be recycled and not thrown away as causing harm to the environment.
Sony too has been able to design its products in the electronics world in a unique manner that incorporates the four trend of design. Sony products are designed in a quality manner and thus responsibiz in trend as they are long lasting. For example the plight of the consumer is in this case borne in mind unlike some case where products are just designed only to make money. The design of the products is cooltural in trend as they have distinctive in quality and appeal. Sony has, from the start, created many innovative products and product brands. The Sony designs also displayed qualities. It was in the 1950s when a small Japanese electronic company created an American sounding brand name, Sony. The product design was also American influenced with a wide spaced serif lettering like that used on Amtrak trains or the Raymond Loewy’s original air force one, but however with a flair and attention to detail that was in very distinctively Japanese. It is now a half century later and Sony is still a leading consumer brand which is associated with superior design due to its rationaissance design character. The design of Sony products is also sensuctive. The Sony Corporation has been highly successful at tapping the seductive nature of consumer electronics. All around the globe Sonys’ ubiquitous products are recognized as symbols of cutting edge technology and innovative design. Sony products are flashy and appealing as well as origin.
McDonald’s design is also another good example. McDonalds’ corporation is the world’s largest chain of fast food restaurants. The McDonalds golden arches logo was introduced in 1962. It is a cooltural design because of the unique name symbols and signs that are not used by any another chain of fast food restaurant. It was created by Jim Schindler to resemble new arch shaped signs on the side of the restaurants. The golden arches were merged together to form the famous ‘M’ which is now recognized throughout the world. The McDonalds design is Sensuctive. During a reimaging the traditional yellow and red colors remained but the red was muted to tetra cotta and olive and sage green was added to mix. The restaurant are also designed to have less plastic and more brick and wood which have made them bright , lively and stunningly beautiful. This created a warm up look. The design of the restaurants was also made rationaissance where contemporary art and framed photographs hangs on the walls.
References
Davis, M. Baldwin, J. (2006) More Than a Name: An Introduction to Branding. United states. AVA Publishing
Mozota.B (2003) Design management: using design to build brand value and corporate innovation. New York. Allworth Communications.Brown.J (2004). Design and branding in marketing. United states. University press.Marvis. L. Design and Brand Trends. New York. Irwin.
North, M. (2007). Managing business identity using the design and brand trends. Oxford. Oxford University Press.
