Public Relations and Advertising Commons^™

Brilliant Blues And Smooth Circles: The Makings Of A Brand, Arielle Singer

Honors Theses

A company’s brand is its identity. This research examines the creation of an effective brand, focusing specifically on the colors, logo and typography shapes, and taglines utilized by a successful company. The research is applied in two case studies: a large, well-established corporation (General Electric) and a start up company by two Union College seniors (STC). Color, shape, and tagline theory are analyzed to explain the brand changes made over the last century for General Electric examining their two main logo shifts and multiple tagline alterations. In the case study of STC, I work to create the ideal brand for …