I chose to photograph three different soda pop cans to exemplify wayfinding branding. Each object is branding the same thing: soda pop. However, each object has a distinct branding that differentiates it from another. The text says, "Even today a logo is often the most important expression of a corporate or product identity," (69). The first image is of a FRESCA soda can. Every Fresca can looks the same. The word "FRESCA" is in black capital letters. The can is an aqua blue color with yellow, white and green concentric circles on it. Because Fresca is a made up word, the design strives to create a brand. I think it is successful because the color scheme and design seem to fit with the taste of Fresca. Fresca is a refreshing, light and bubbly tasting soda. The light color scheme and airy bubbles that make up the design seem to fit the soda.
The next photo is a picture of a Sprite can. Like Fresca, Sprite is a citrus-based soda pop. While the objects are very similar, the branding is completely different. Sprite cans are generally a dark blue with the signitaure green-yellow lemon lime logo on it. "Sprite" is written in white lettering. On every Sprite can, the lemon-lime logo appears. This logo represents the flavor of the drink, adds a splash of color to the can, and has become the world recognized logo of Sprite soda. This graphic is an iconic image and has served its purpose because I would argue most everyone could recognize Sprite, simply based off of the lemon-lime logo. The book says, "One glance at the Coca-Cola logo is enough to evoke the brown soda's fizz and bite or the sensation of a cold drink after a hot day." Like Coke, Sprite has branded itself this way.
Lastly, I took a photo of a Diet Coke soda can. Like the other two images, the object is a soda can. They all serve the same function of containing soda in a metal can. However, the content and branding is completely different and sets each object apart. The Diet Coke can is alway silver with the word "diet" in black cursive lettering and the word "Coke" in red capitals. Coke is a darker, bolder soda than the two citrus sodas above. Therefore, the branding uses bolder colors such as red and black. On this mini can, the only letter visible is the cursive "D." Then, in much smaller lettering on the side you see "Diet Coke." However, the big D alone is enough to distinguish this can as Diet Coke. Because the branding is so well known, most people would not confuse this can with a regular can of coke. I think the branding is successful on all of these objects because they are all very different, yet very recognizable.
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