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Hi Marc, *

thanks for pointing out the main question in definition of "branding"

Marc Paré schrieb:

As I have always seen it (and I believe that, this is what most people's
understanding of the word):

branding: (Oxford Dictionary)
the activity of giving a particular name and image to goods and services
so that people will be attracted to them and want to buy them

* He sees contemporary branding as ‘service with personality’.
* This marketing campaign is the most remarkable branding exercise of
all time.


In this sense the word "branding" is the outcome of the marketing
activity that will give a name its popularity and has no relationship in
the completion of the logo creation process.

However, it seems that there is another definition of the word
"branding" in the world of the craft of logo design. The branding of the
logo by which colours and shades are applied to an, as of yet,
unfinished logo, as a final step in the creation process.


If[...]"branding", in the process of completing a logo, occupies a leading role
in the completion of the creation of a logo design schedule, in this
case is deserves a separate category unto itself but still under the
"art" umbrella.

However, if "branding" is meant as the activity associated with the
marketing of different identifying traits of LibO, of which its logo,
then "branding" should occupy a place as a subset of the marketing section.

My understanding contains both:

Branding is not only logo design and visual design in general, but covers all activities to improve brand recognition and brand awareness in public and inside the community.

Despite the Oxford definition I think community awareness with the knowledge and (even more) the feeling of belonging together between the different groups of the community is part of branding activity too.

In the most extreme definition branding is the umbrella for marketing, art, user experience and user interface...

... but I don't think that this will be shared by the majority here and in the other teams involved, so I don't want to define a mega category inside the community.

Christoph came up with an other idea (offlist, but will present it soon here on the list) I like very much - avoiding the category branding and art at all.

So please wait a bit more - it is worthwhile IMHO.

Best regards


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