Our Community

This lecture is about a vision for sustainable restaurants by Arthur Potts Dawson. He talked about how much food, water and energy can be wasted in our normal life. In this lecture, you can see the ideas to practice on his own restaurants. This is an excellent prospect about creating recycling, composting, sustainable engines for good.

In 2010, he started new co-operative supermarket in the London Borough of Camden, inspired by the Park Slope Food Coop in Brooklyn, New York. Its name is The People’s Supermarket. The concept is “for the people, by the people.” The members in this supermarket have to work four hours volunteer time per month and obtain a discount on their each time shopping. It looks like a small ecosphere and create a best benefit for the local residents.

From the website of The People’s Supermarket, you can see the Brand Value.

The Supermarket is a sustainable food cooperative that responds to the needs of the local community and provides healthy, local food at reasonable prices. To this end, we believe in a series of key values, which guide our philosophy and management approach.

The visual identity contains the reason that the supermarket is not-for-profit and production budgets are consistently low. Unreal, a London based branding and advertising agency, use the ‘Euroslot’ as a symbol of The People’s Supermarket.

From the article on Identity Designed

The slot can be easily cut through anything from letterheads to in-store packaging, creating a simple, clever and cost-effective branding device that can be consistently applied across all communications.

The colors that they choose are black and yellow. The audience can obviously see the brand. The staff can simply make the posters with low-cost. In addition, you also can find some color similarity on Selfridges' yellow shopping bag.

Finally, The People’s Supermarket has a series of documentary on Chanel 4. You can see many problems at the beginning of a brand. For instance, the customers consider the afforded price. Besides, it can be found how to create and sustain a really co-operative community.

A Small Idea in Big Scale

Every year in January, the Annual Meeting of the World Economic Forum holds in Davos-Klosters which is best known to the world at large simply as "Davos". There are many leaders in the world participate this important event. On the security check-in area of the main event , there is a new installation worked by The Partners.

The concept is based on the client, Deloitte. From the statement on the article, World Anamorphic Branding,

Titled ‘A new perspective can change everything’ a Deloitte message ‘Stay a step ahead’ was woven into a broader story, encapsulating the forward thinking ambition of Davos and the World Economic Forum as an organisation.

When you go through this pathway, you can see the change of typeface from the beginning and feel different atmosphere. The brand shows the interaction with their audience. They use the anamorphic expression to connect the whole space. This is a small idea in big scale. According to Russ's talking,

What was it like creating a 440m² anamorphic installation your client and prime minister would be walking through? Alas to say it was pretty interesting.

Davos anamorphic from The Partners on Vimeo.

Everyone has different perspectives to look at this world. If you change the angle of your view, a normal thing can be more attractive. This is the sculpture made by Ron Mueck. He never made life-size sculptures because it never seemed to be interesting. In this way, people will start to observe the detail of the sculptures.

Furthermore, the anamorphic art makes visual sense only when viewed from a particular angle or with the use of a viewing device such as a mirror.

True or False

A new report released from the International Chamber of Commerce (ICC) specifies that the global economic and social impacts of counterfeiting and piracy will reach US$1.7 trillion by 2015 and put 2.5 million legitimate jobs at risk each year.

It means that creative industries may not have enough funds to operate and more people spend money on counterfeit products. In addition, people will be unemployed in the future. The company has bad reputation on their products.

A brand for a company is like a reputation for a person.
You earn reputation by trying to do hard things well. - Jeff Bezos

Why customers are willing to buy counterfeit products? Because it is cheaper than the original. Furthermore, people need Brand Value to prove his status, especially luxury brand. First image determines by their appearance. It concerns the feelings of a person.

According to Gaurav Bahirvani (Counterfeit Branding - Representing True Globalization!) said

Consumers are often unaware that they buy products that resemble what they want. This is worrying companies because fake products often ride on the success of the original product, eating into sales, and, in some cases, harming the consumer.

On the other hand, low price leads to low quality. It is extremely danger for some products, such as medicine, food and electricity. You never know when your cell phone will be exploded. Therefore, the counterfeit products might not the best choice.

Logorama

Logorama from Human Music & Sound Design on Vimeo.

What if the logo doesn’t have to promote by advertisement or marketing strategy. They just like a human being have personality. Logorama, written and directed by H5 / Francois Alaux, Hervé de Crecy and Ludovic Houplain. It won a Best Animated Short Oscar. Logorama builds a beautiful world with more than 3000 well-known logos.

The story set up two Michelin tire brand names play in the police, driving a black "Chevrolet" trademark for the police car, try to arrest the fugitive Ronald McDonald. They cleverly arranged a variety of brands in the film. For instance, Benley and Astonmartin were used their trademark as the birds. It is astonishing that there are so many brands in the world. These brands have significant influence on our life. The interaction between these brands might present the competition in the market place. The disaster in the later stage also shows the horrible consequence of destructive competition.

There is an interesting thing. More than 3000 companies by the use of trademarks did not have objection or opposition to the H5. There is only a company called Cash Converter sent an email to H5. Because their own company logo placed in a prominent position in the animation.

Similarly, there is a film called Font Conference. It produced by College Humor. The story is about a debate on whether to allow Zapf Dingbats to join the conference. Ransom interrupts with a dire threat to Courier and Curlz MT. Although the film is hilarious, each person appears their own character based on the font.

Font Conference
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Brand Recognition

In 2011, Howard S., Starbucks chairman, announces the Starbucks’ New logo on January 05. The new logo will be launched at their 40th anniversary. The design of new logo keeps the Siren and takes the logotype away.

From the statement on the offical website,

Our new brand identity will give us the freedom and flexibility to explore innovations and new channels of distribution that will keep us in step with our current customers and build strong connections with new customers.

It can be found that Starbucks not only sell the coffee but also want to advance different parts of our life.

Although Starbucks prospects for next chapter, there still are many disagreements on the internet after the statement. Some people also laugh at the new logo by predicting the evaluation of Starbucks logo. Many people still prefer the old logo in 1992.



In fact, did this change really affect their target audience? People that always buy a cup of Starbucks coffee still choose it as his first option. They might just complaint the design of new logo.

Howard S. also indicates three points.

- A unique retail experience that creates a Third Place for our customers between their homes and places of work.
- A carefully crafted offering of the finest, high-quality coffees from around the world.
- The emotional connection that our partners make daily with our customers.

Brand recognition already like a seed grow on every one‘s mind. The image of Siren recalls the customers’ experience. In the other way, GAP seems to make wrong decisions about its new logo. “It looks like the emblem of some failed low-fare spinoff of a major airline,” wrote Slate’s Tom Scocca. Eventually, the new logo only lasts for one week. The company changes their mind to return to their iconic blue box logo.



Additional Information _ Brand Recognition

Brand Recognition is the extent to which a brand is recognized for stated brand attributes or communications. In some cases brand recognition is defined as aided recall - and as a subset of brand recall. Logo and tagline testing can be seen as a form of brand recognition testing. For example, if a product name can be associated with a certain tagline, logo or attribute (safety and Volvo; "Just do it" - Nike) a certain level of brand recognition is present.

Resource from: What is Brand Recognition?