Question 1

What is brand strategy?

Accepted Answer

Answers will vary but may include the following: 
Brand strategy is the core tactical underpinning of branding, uniting all planning for every visual and written brand expression. 
The brand strategy is how you are conceiving, creating, and positioning a brand in the marketplace to achieve differentiation, relevance, engagement, and resonance.

Question 2

As a compositional unit, a logo must be independent, able to stand on its own . What kind of form can a logo take?

Accepted Answer

A logo's form can: 
Be a self-contained closed unit 
Break the unit 
Be a free-form unit

Question 3

What is the difference between a functional and an emotional benefit?

Accepted Answer

A functional benefit is a practical benefit. An emotional benefit is an intangible benefit.

Question 4

What is branding and what might a branding program encompass?

Accepted Answer

The answer of What is branding and what might a...

Question 5

What is the purpose of branding?

Accepted Answer

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Question 6

Omnimedia (or integrated) branding programs encompass different touchpoints with an audience. Name one main concern when generating concepts and designing an omnimedia branding program?

Accepted Answer

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Question 7

Which of the following factors aid coherence across a brand identity? Select all that apply.

Accepted Answer

A)   Strategy
B)   Look and feel
C)   Using very different typeface(s)  for each solution media channel
D)   Establishing and maintaining an omnimedia color palette
E)   Changing shapes and forms to make each piece unrelated to the otherF)  Varying the logo to match the solution

Question 8

What are the goals of a visual identity design?

Accepted Answer

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Question 9

What is a logo and what does it do for a brand or entity?

Accepted Answer

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Question 10

What is a visual identity?

Accepted Answer

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Exam 11: Branding and Visual Identity