Armitron Adventure was a sub brand of Armitron that I created while I was working at E. Gluck. The concept started with an idea to grow our business by tapping into a new category in the watch market. It all started with the name and then from there it grew into designing the logo. Once the logo direction was agreed upon by my team/ co-workers it evolved into the different variations of the logo and then font that would be used for branding and brand markings on the product.
In today’s world some people are confusion around branding, there are multiple definitions depending on who you ask, so what is branding? Years ago branding was mostly defined as a name, slogan, sign, symbol or design, or a combination of all of the above elements that identify a product(s) or services of a company.
Today branding is a bit more complex, but even more important in today’s world of marketing and social media. Branding is the perception that a consumer has when they hear of your company name or see your logo, service or product. That being said the word “brand” or “branding” is a moving target and evolves with the behavior of consumers, think of it as the mental picture of who you as a company represent to consumers, it’s influenced by the elements, words, and creativity that surround it.
A strong brand is invaluable as the battle for customers intensifies each day. It's crucial to spend the time to invest in researching, defining, and building your brand. After all, your brand is the source of a promise to your consumer, it is your lively hood which you live and breath everyday.
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Manny Santiago Visuals.
Director / Director of Photography / Editor / Photographer
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