Branding Part II

 On today’s class we continue talking about branding and everything that is involved on designing the logo of a brand and how every decision will affect the way the customers relate your brand, no matter if is the color or the font every decision is important.

We start with the theme of the brand loyalty that involves better customer retention, more customer referrals, cost-effectiveness and user-generated content (UGC) and reviews.

After we finish with the brand loyalty we start talking about how the color is so important on designing a brand, depending on what color you use is the feeling and the emotion you will generate on the customers, for example the yellow is related with optimism, the orange is related with friendly, the read is related with the excitement, purple is related with creativity, blue is related with trust, green is related with peace and the gray is related with the balance.

There are many lectures related to the election of the fonts. They mention that usually separated letters are related to a high-level brand, if the brands have many curves and bright colors it relates to a feminine brand, if the font relates to ecological or sustainable, they mention the font needs to use organic and non-artificial fonts. Those were the tree points we sow related with the perception of the customer, when we finish we start talking about the process in Mexico to register a brand.

The IMPI is the Mexican Institute of Industrial Property, is in Merida at Banamex’s Tower, they have the responsibility to register patents, brands and industrial designs, as you know for patents the time given for exclusivity is 20 years and for brands is just 10 years, the process is very easy, you just need to be careful about how are the name in order to avoid problematics.