Famous Brand Analysis: Technical Analysis of Recognized Graphic Brands (Case Studies)
Rigorous analyses of famous graphic brands. We explore the technical and communication criteria that determine the success or failure of their design or redesign.
In this guide you will find:
What is brand analysis?
Brand analysis is a technical discipline that evaluates the performance of a graphic brand based on objective and strategic criteria. Unlike criticism based on personal taste, this type of analysis uses a methodological framework to determine if the design meets the functional and communication needs of the case. Its goal is to diagnose the effectiveness of the brand design, to understand the keys to its eventual success or failure, or to comprehend how brand redesign processes operate in practice.
What criteria are used to analyze a graphic brand?
A professional analysis moves away from subjectivity and focuses on observable performance parameters. The process involves evaluating how the brand responds to a series of technical and strategic criteria, which are at the core of any brand audit. Some of the fundamental aspects to examine are:
- Stylistic Appropriateness: Is the brand's style consistent with the organization's profile and positioning?
- Functional Performance: Is the brand legible, reproducible, and versatile across all necessary media and scales?
- Timeliness and Uniqueness: Does the design anticipate a lifespan for the mark consistent with the brand's interests? Does it possess a degree of uniqueness appropriate for the case?
- System Coherence: How does the graphic brand integrate into a broader visual identity system?
What branding lessons do famous brands offer?
Studying iconic brands like Coca-Cola, Apple, or Nike provides valuable lessons on long-term identity management. However, it is a mistake to attribute their success solely to their logo design. Their brand power is the result of decades of consistency, product innovation, and comprehensive branding management. The role of their graphic brand has been to act as a coherent visual anchor that signs off on each of these actions, accumulating meaning over time.
What successes and failures are commonly seen in rebranding cases?
The analysis of redesign processes is particularly instructive. Cases like GAP's failed 2010 rebranding demonstrate the risks of an arbitrary change not based on a diagnosis. On the other hand, successful improvements like those of Starbucks or Lufthansa show how a brand can be modified without losing its recognition equity. The key always lies in whether the change is justified by a strategic need or is simply a reaction to a trend.
How to learn to conduct professional brand analyses?
The ability to analyze a graphic brand with technical rigor is a skill developed through the application of technical criteria, not mere opinion. It requires mastering brand performance parameters and knowing how to apply them to build solid arguments. This is the foundation for justifying any design decision, whether in a new project or a redesign process.
For those looking to acquire this analytical approach, FOROALFA's online seminars like Brand Audit and Brand Strategy provide the method and tools to evaluate, diagnose, and develop visual identity solutions with professional judgment.
