COP 1 - Visual Research

Research has been undertaken into the market and other brands that may influence the rebrand.

Nike have an interesting brand strategy. They have a variety of styles, dependent on different products or campaigns. The images demonstrate a chunky, bold graphic style combined with impacting photography. This style is strong and structured, with use of thick sans-serif typography.

This type of advertising creates a certain type of identity for Nike - no-nonsense, fuss free brand that gets straight to the point and demonstrates a clear message. It is appealing to a large and varied audience as it is gender and colour neutral. It is straightforward and easy to understand, making it universally appropriate.

Contrastingly, the advertising for the Nike Flyknit takes a different approach. The background is dark and mysterious, with a custom designed typeface used for the text. Comparatively to the bold, chunky typeface used in the other campaign, this typeface is extremely thin and has a ‘barely there’ appearance. Whilst this has less of an immediate impact, it creates a mysterious element and portrays a sense of class and status. It is almost as if the text does not need to be bold and ‘in your face’ - the lightness of it speaks for itself. This is an interesting technique and something that could work well within the rebrand.

 

  


As Crocs are wanting to become a more luxury, high end brand research has also been undertaken into other luxury brands such as Valentino and Tiffany & Co. Both of these logotypes are created from a serif typeface which creates a formal and upmarket aesthetic. Contrastingly, Balenciaga use a sans-serif typeface as their logotype which surprisingly has the same effect as the serif typefaces - it appears luxury and high end. The capital letters are a contributing factor to this and this technique is something that could help add a sense of status and formality to the rebrand.