Day 9: Today’s lab was the intro to web marketing, branding, and Photoshop. The company Nike was used as an example of successful branding. The company was originally founded as Blue Ribbon Sports on 1978 and did not become “Nike” until 14 years after. The trademark “swoosh” symbol and the new name were marketing genius. The story is that the swoosh logo was bought for about $35. Its simplicity yet effectiveness made Nike an emblem for speed like Hermes. Nike is derived from the Greek goddess of victory.
In the same psychological manner, Apple is another prime example of meticulous branding. Why is it that the founders chose an apple for the logo? It could be because of its abundance in works of art such as paintings, murals, and in churches. It could be because of Newton and his discovery of gravity. It could also be because it’s what you give your teacher due to its symbol for knowledge. However, over all, the reason is because of Adam and Eve. The apple was the forbidden fruit, and subliminally when a person sees an IPod, MacBook, or IPhone, they see the apple logo on the back and classify the device as forbidden. The apple logo has one bite taken out of it and it makes people say, “I can’t have it, thus I want it.”
What separates Adobe Photoshop from 95% of other editing software is the ability to work in layers. The first steps to logo building is asking yourself, “what am I trying to say/do,” and “to whom are we addressing this message?” It all starts with the message that is trying to be transmitted to the audience. The major elements in a logo are the medium, the typography, and the graphic elements. The medium refers to the texture, size, shape, and color. Logos must also have a back-up black and white scheme. The typography refers to the length, configuration, justification, and type style (font; serif vs. sans serif). Graphic elements include photography, illustration, symbols, graphs, charts, shapes, layout, and composition. The Coca Cola logo is a perfect example: They have the name only version, the lettermark abbreviated version, and the combination mark in which the wave is a symbol for refreshment.
The lecture was based on impression management, networking, and salesmanship. In the entertainment business you must be trained to be able to initiate a successful elevator pitch at any time. An elevator pitch is a business, sales, or networking pitch that can be executed in a small interval of time such as an elevator ride. The object of the pitch is to build up rapport and connection. In this clip, Matt Damon uses humor, charm, and closing. In an interview, you must establish honesty, determination, and also humor. Even in this clip of picking up women, one can learn how to be consistent, congruent, and confident. Consistency is sticking to the plan, and never backing away from your original desire by offering other options. Congruency is being smooth, cool, synchronized, and continually keeping the same tone and emotion.