Slogan Design (Brand Philosophy or Tagline)

+ Associated with the product's constituent elements (Coca Cola, Vinamilk...)

+ Create a new name from an old name (Nestle - Nestea - Nescafe...)

+ Create a new name that makes no sense (Kodak, Canon...)

Step 2: Search and filter

Maybe you are interested!

+ Right from the design of the brand name, it is necessary to check whether the brand name and other brand elements have been registered in Vietnam or in any country where you intend to register your business. Detailed information can be searched on: Industrial Property Gazette issued monthly by the Department of Industrial Property; National Register and International Register of Trademarks (Stored at the Department of Industrial Property); Electronic database of trademarks registered directly in Vietnam published by the Department of Industrial Property on the Internet - ; Electronic database of trademarks registered in Vietnam under the Madrid Agreement published by the World Intellectual Property Organization (WIPO) on the Internet - ; or businesses can also use the information search service of the Department of Industrial Property and pay fees according to regulations of the Ministry of Finance.

+ Market research

+ Through consulting companies

Step 3: Tap into creative resources

+ Internal and external to the business

+ Customer

+ Expert

Step 4: Choose naming options

Step 5: Survey consumer reactions

+ Through community communication programs

+ Get survey form

Step 6: Official Selection

1.4.2.2. Logo Design

Logo is the element that makes the brand more prominent, has the effect of supplementing, illustrating and creating distinct impressions through vision. Logo is the place where

The essence of the values that the business wants to convey to customers. A harmonious combination between the brand name and logo will create a good association and easy to remember the brand.

*. Requirements when designing a logo.

First , the logo is simple, recognizable, and highly distinctive:

Logo is one of the external visual elements that helps consumers distinguish one brand from another. Therefore, to ensure its function, the designed logo must ensure the above requirements.

A simple logo is a logo designed with not too complicated drawings, with no more than two colors. The more colors, the more complicated, even if the pattern is clear. A multi-colored logo will directly affect the recognition and memorization process of customers, and it will be more expensive to print and display on different physical media. In the information age, customers have too much information to recognize and update, so a reasonable logo is one that customers remember within no more than 15 seconds. The combination of two hot colors with high contrast will be easier to distinguish and recognize. According to many economists, the logo must be displayed in both black and white to be used for faxing, photocopying, printing on packaging, gifts, etc.

In today's era, when the intensity of competition in the market is extremely high, economic researchers believe that, to be most effectively imprinted in the minds of consumers, a logo is not just a drawing, but is often attached to its brand name, and should even be associated with a legendary story.

Second, the logo represents the business idea:

A logo is not simply a drawing to perform the function of distinction, but it also contains certain meanings such as: business ideas, business fields, business goals or the overall picture that the business is aiming for in the future, or the features and effects that the goods bring to consumers. However

Not all of that content can be shown on the logo, but the idea must be chosen so that it is "expensive" and easy to understand for different customer groups and in different markets.

Third , the logo is easy to display on different media and materials:

Logos often appear on advertising media, on product packaging, even on the surface of the product…, so if the logo is too complicated, it will not convey its full meaning and consumers will have difficulty perceiving it. The color of the logo also needs to be designed to match the color and style of the packaging and the product itself bearing the logo.

Fourth, the logo must be appropriate in terms of culture, customs and traditions:

When designing a logo, it is necessary to carefully study the cultural factors, customs and practices of every market that the branded goods can enter, thereby eliminating motifs that are considered taboo or not suitable for the cultural traditions of each different market. The golden lotus symbol of Vietnam Airlines is also a problem when appearing in the Japanese market, because the Japanese people still consider the lotus flower a symbol of "mourning".

Fifth , the logo is highly aesthetic and impressive:

A logo is considered a work of art, but it must combine the art with the content and simplicity that the logo needs to convey. If the logo is too biased towards art, it will easily become confusing or violate some other principles of design.

*. Logo styles

Each logo style has its own advantages. Depending on the characteristics of each product type and the actual situation, businesses can choose the following logo styles:

- Font logo:

The logo is designed by stylizing the business name itself. For example: T-up, Samsung, Lavie, Coca Cola, IBM, Sanyo, Sony, Deawoo...

This type of logo helps businesses save on advertising costs, promote their brand, and increase consumer brand awareness.

- Illustration logo:

This type of logo is often expressed through graphic elements, helping customers quickly identify and classify the types of goods associated with that logo and will most likely be convinced by the unique impressions that the concise images on the logo bring. For example: Logos of Khoa Viet Tiep, Rinnai, Bao Viet...

- Abstract logo:

Logos create associations about characteristics or criteria about service style, product quality, business goals... For example: logos of Nike, Adidas, Mercedes, Marboro...

*. Logo design process:

Creating a unique and effective logo requires businesses to spend a lot of time, effort and money. However, unique logos will create good first impressions on customers and it is also one of the means to attract and retain customers.

A logo doesn’t have the luxury of being wordy, it has to be abstract and not completely realistic, but the designer has to create a perspective, and from there provide the necessary emotion for the viewer to immediately accept that this logo is the right image of that product, organization or company. To do that, logo design needs to follow some steps as follows:

Step 1: List the basic properties of the object the designer is about to find a symbol for.

Step 2: Identify specific criteria that represent those attributes

Step 3: Randomly combine criteria to create unique characteristics. Randomly combining criteria creates a connection between seemingly separate and coincidental criteria into a new, unique, different and unique whole.

logo was born.

1.4.2.3. Slogan Design (Brand Philosophy or Tagline)

A slogan is a short piece of text that contains and conveys descriptive and persuasive information about a brand. A slogan can help customers quickly understand what the brand is and how it is different from other brands?

Slogans are designed based on the goals of the branding process (to strengthen the brand name, introduce products, suggest and promote shopping motivation or strengthen brand position and positioning...). With such different goals, slogans are designed and updated regularly to suit each period and advertising goal. Normally, when there is an improvement or change in the structure and features of goods or an expansion of the scope and benefits of services, the slogan is changed. The change of slogan should try to inherit the existing content, closely follow the strategic intention of the brand, should not change completely or create a slogan that is less effective than before.

*. Requirements when designing slogan

Firstly , the slogan has rich content, expressing the business's ideas or product's uses: The slogan is designed not to find every way to "praise" or simply emphasize the business's product uses and ideas, but must closely follow the business's product strategy and brand strategy.

Second , a short, memorable, non-repetitive slogan: A short slogan will help readers remember easily and remember for a long time, and at the same time help businesses more conveniently decorate packaging, advertise as well as design signs. If the slogan designer wants to express all the ideas that the business wants to convey, the slogan will most likely become wordy, so it is necessary to filter out the ideas that are considered the most "subtle", showing the outstanding advantages of the product associated with that brand. A non-repetitive slogan will help customers easily distinguish and recognize the goods.

Third , the slogan must be attractive, aesthetically pleasing, and in accordance with local customs. Sayings that are not in line with local customs should be avoided and should not appear in the slogan, as they can easily cause discomfort to readers.

Fourth, slogans are easy to translate into other languages. Right from the design of the slogan, it is necessary to orient where the product will appear to have a suitable slogan. Pepsi encountered problems with the slogan "Bringing you back to life" when appearing in the Chinese market, because when translated into Chinese, this slogan meant: Pepsi brings your ancestors back from the underworld. The problem became terrible.

*. Slogan design process

Step 1: Come up with the idea to convey through the slogan

Step 2: Tap into creative sources for different design options Step 3: Choose a viable option

Step 4: Survey customer response and adjust (if necessary)

*. Types of slogans

The information that a slogan conveys to customers can be very specific or very abstract.

Slogans carry specific information (Example: Nizoran - Kills fungus completely; OMO

- Stain removal expert...) often creates an immediate, familiar, easy-to-understand and highly effective effect, but is not really attractive and creates a strong impression. This type of slogan is often designed for common goods with a "common" customer base.

Highly abstract slogans (For example: Trung Nguyen Coffee - Inspiring creativity; S phone - Hearing is seeing...) contain a lot of content, can be interpreted and expanded depending on the perception of each customer group and each market area. Abstract slogans always create their own appeal, attract thinking and stimulate customer inspiration, but not all customer groups can fully perceive the meaning of that slogan. Therefore, abstract slogans

Symbols are often applied to goods with unique characteristics or nuances (cosmetics, cars, high-end clothing...) and to customer groups with high awareness.

1.4.2.4. Packaging design, style, jingle, color, scent

Packaging is one of the very important elements that make up a brand, a useful element to show the difference and superiority of a brand. Packaging plays a very important role in helping consumers quickly recognize the product in relation to other competing products.

When designing packaging, it is necessary to thoroughly understand technical and aesthetic requirements.

*. Technical design: Packaging must preserve goods well, demonstrate features, uses, and legal regulations on product packaging.

*. Artistic design: Choosing packaging colors, arranging brand elements (Trung Nguyen Coffee with attractive brown color, creating a rich, poetic feeling of coffee)

The design of the packaging or product can be chosen without following the traditional pattern to achieve a high aesthetic effect and strong impression. For example: Golden Dragon green bean cake box, Vitamin C candy jar, unique decoration style of Trung Nguyen coffee shops...

A jingle can be a short piece of background music or song, often cleverly repeating the brand name, rhyming, concise, funny, humorous, conveying brand benefits indirectly, and cannot be attached to product packaging or advertising billboards or posters.

Colors help brands establish a permanent position in the minds of customers. Colors bring different feelings to people, and emotional associations with colors vary across cultures.

Taste creates brand awareness quickly, but environmental issues need to be taken into account.

1.4.3. Registering for trademark protection

Registering a trademark is recording the elements of the brand and its owner in the national register of trademarks and granting them a certificate.

registration certificate for the owner. Once registered, the enterprise will have the exclusive right to use the elements that make up the registered trademark, the right to transfer ownership of the trademark and the right to take legal action against acts of infringement of the registered trademark.

1.4.3.1. Procedure for registering trademark protection according to national procedures

Application form

Notice of refusal to accept application

Formal testing

Invalid application

Notice of refusal to grant a certificate

Valid application

Content testing

Invalid sign

Meet protection standards

Fees

Issuance of certificate of registration

Announcement

Source: Department of Intellectual Property - Ministry of Science and Technology

Figure 1.3: Procedure for registering trademark protection according to national procedures

Vietnamese enterprises can register for trademark protection nationally or internationally depending on the scope of business. To protect a trademark in the domestic market, it is only necessary to register for protection according to the national procedure.

The registration, protection and use of trademarks within the territory of Vietnam are regulated in many laws: Decree 63/CP dated October 24, 1996 of the Government detailing industrial property; Decree 06/2001/ND-CP dated February 1, 2001 of the Government supplementing a number of articles of the Law on Intellectual Property.

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