Gustavo | Good Design in Brand Licensing

03 Dec Good Design in Brand Licensing

Posted at 21:53h in Brand Licensing, Graphic Design, Products by Admin

Licensed Art Application Without Mysteries #3

In previous editions we have talked a little about licensed art applied to products and packaging. In addition, the creation of Licensed Art Application in brand licensing is much broader than just the decoration of products. After all, in what material is described the rules of artwork layout, rather the visual communication of brand licensing?

Product layout, packaging, point-of-sale materials, trade show and promotional stands, catalogues and other printed matter, advertisements in digital and TV media, among others, are some examples of pieces where the licensed art application applies.

In short, a company has to follow the licensor’s visual communication rules to create new products once it licenses a brand. Also, know as rules with Style Guides and application rules.

It seems to be very simple. Just choose art in a Style Guide, send it to the print shop and you’re done! There is, however, another side of the coin. These arts and rules do not work as if it were a sticker album that you just choose and paste.

To make the application and use of this material and still create the magic of licensing, one must understand a great deal about all the possibilities of production, especially mastering the creation tools such as software and also the processes of finishing the arts for production.

Licensing art as a point of sale differential

We can clearly see in the gondolas the difference between products that have only been dressed with the arts of a license and products that convey the essence of the brand. It is not just another product that bears the name of a brand. But the brand that is contained in that product.

In Estudio n’Ovo we say that for a good work of licensed art we need to deconstruct to rebuild; it means going beyond, leaving the box to create, not just copying and pasting art. We must know the techniques and possibilities of the development and production process. Above all, we must know how to use the constraints of art and the production process in favour of the product; Only then will we know how to use Style Guides in a creative and effective license. This study and research work greatly contributes to the construction and projection of the brand look in the market.