So, as drivers quickly pass by this attractive roadside billboard sign, how do they know who put out the ad? There must be a brand signature, right?
Certainly there can be no signature or source-identifying quality in the largest and most visible word, especially since it is entirely lower case, laudatory, and purely descriptive: delicious.
One has to strain while studying or staring at the sign to notice the smallest and most complete depiction of the brand that is responsible for this elegant ad: Coca-Cola.
Assuming typical passers by don’t study this billboard as if it were a work of art displayed in a gallery (like I do), and further assuming they don’t notice the miniature Coca-Cola reference in barely legible script, do they know the famous Coca-Cola brand is behind the ad because of: (1) the particular shade of red dominating the ad, (2) the three and a half incomplete letters in white script on a red beverage label, (3) the contour of the beverage container chilling on ice, or (4) some or all of the above?
Another page from the well-executed chapter called “Bits and Pieces of Brands = Trademarks?”
In answer to my question about the brand psychology behind using bits and pieces of brands to communicate, one of the designers who I trust a lot explained it is more evocative and romantic, but what do others think?