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Brand Review: Identity for Celebrity / Kate Moss

Posted by Matt Davies on June 1st, 2007.

Creative designer and founder of Attitude Design. View our Graphic Design Portfolio.

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Model Agency Storm has employed interesting marketing tactics in regard to Kate Moss’s growing popularity. Love her, or hate her, she is one of Britain’s most famous celebrities and a woman of the moment. Not surprisingly she is now starting to endorse product ranges and cash in on this popularity - which may back-fire on her underground image, we’ll have to see.

Celebrity Identities

From a design and marketing perspective, endorsements by celebrities bring about a mighty challenge. What normally happens is that each company of which the individual is affiliated with, develops it’s own identity for that individual. For example David Beckham, who has endorsed many products has had many different graphic identities. See here:

David Beckham Branding Examples

In each advert his name appears differently. This of course is poor branding for the individual star – the identities are not consistent, the only thing which is is that obviously each endorsement holds an image. Why should this be the only thing that is consistent? Surely what would be far better for the celebrity is to have their own graphic identity, or logo, which can be used consistently across all the endorsements and products they work with.

Kate Moss

This is exactly what has happened with Kate Moss. According an article in Creative Review Kate Moss’s Modelling Agency, Storm, realised that both TopShop and Coty, two company’s Kate Moss was going to endorse products with, were both working on a brand for her at the same time. They then decided to pull in Peter Saville, and Paul Barnes to come up with a brand for Kate Moss of which they could license out to companies who she works with. The results are displayed below.

Kate Moss Logo

The logotype is a remake of a font originally designed by the world famous Alexey Bodovitch. It is modern and yet historical, stylish and yet not flashy. Simple and yet complex. Overall it depicts Kate Moss in a graphic which can continue on, long after she looses her good looks.

The identity is visible now in Topshop’s stores in the UK and on Topshops website and should also continue into the future in any other endorsements Kate Moss may partake in. See the identity in action:

TopShop Kate Moss Website

Moss Store

Again the strategy was spot on, with a countdown on the shop windows so that everyone was anticipating the launch.

The Benefits

So why is this beneficial to the celebrity?:

• Constancy across all mediums and all endorsements.
• A strong brand identity that can be used after the individual looses their good looks.
• Recognition beyond a photograph
• Can add personality and style that the celebrity want to portray not what the endorsement company wants to portray.

The strategy also holds within it these benefits to companies who, in the future may want to collaborate with the celebrity:

• It gives certification – It looks more like an “official” endorsement.
• Provides a link between the endorsement company and other products and brands that the celebrity has endorsed.

All of these things leads to one thing – more power for the one who owns the brand. This is all in keeping with the number one rule of branding “keep it consistent”.

Where To From Now?

In my personal view this may be the start of a new trend in branding. It is around today but is not taken advantage of by celebrities. The ability to brand oneself in a graphic logo. To some degree the celebrity is the brand – the celebrity carries the attitude, the key messages, the tone. This is then transformed into a graphic logo which reflects that and builds upon those qualities.

Personally I feel that this was a good move by Storm, and I’m sure other celebrities will do the same. The inconsistency that famous people have within the way their names are displayed is surprising. Consider famous music names like Madonna, Jennifer Lopez, or Kylie Minogue. These individuals are brands in their own right but the way they are portrayed graphically is different every time, on every album, in every magazine, in every endorsement. These individuals could become a lot more powerful by implementing marketing values into their long-term plans.

Your Thoughts?

So, what are your views dear readers? Will the identity benefit Kate Moss? Will others follow in her footsteps? Comments most welcome…

This post is also avalible on Attitude Design

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13 Responses to Brand Review: Identity for Celebrity / Kate Moss

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I think that the identity will and has benifitted Kate Moss.

To answer whether it is best for Celebrities to brand themselves, one would have to ask whether the celebrity is the product or the promoter. In Kate Moss’ case, she is the product and therefore needs a brand. But in Beckham’s case, he is a promoter and therefore he should fit in with the produc’s brand.

I hope that reads ok! Agree Matt?

Andrew Faulkner
June 4th, 2007
#

I disagree - I think if you are the celebrity then it will benefit you to have your own brand wither you are promoting something or you are doing something yourself (Bear in mind Kate Moss has not designed the stuff for Topshop - I consider it is an endorsement or as you term it a promoter).

I also think it benefits the promoter to have an "official" brand identity to work with as it brings authenticity.

In a sense, even if the celebrity is the promoter or the product, they are the brand. I think this graphic identity is just an extension of that…

Matt Davies
June 4th, 2007
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Matt,

I’m not saying that someone like Kate Moss shouldn’t have a brand/identity/persona like a logotype/mark on her website and literature. I’m all for that. I’m just saying that they would have no right to place that mark across the products they promote. Are you saying that celebrities should plaster their logo on products they promote? 

Andrew Faulkner
June 4th, 2007
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I think famous people should always have a logo, way easier to recognize…

YPM
June 5th, 2007
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That is what Kate Moss is doing Andy. That is why this branding is different. All I’m saying is this is a new way of looking at celebrity branding and it has its benefits…

Matt Davies
June 6th, 2007
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The thing about celebrity promotion is that your campaign is only as popular as the celebrity and when their light doesn’t shine anymore neither will your company.

Famous people shouldn’t have names, just logos!

dcypher.co.uk
June 12th, 2007
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David Beckham is my idol and i wish that i was as good as him in the game of football.:*;

Nathan Rodriguez
May 18th, 2010
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Kate Moss is still one of the prettiest faces in the whole world.~’~

Maria Howard
June 17th, 2010
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i heard that David Beckham is also suffering from OCD.’*,

Keira James
July 15th, 2010
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even if Kate Moss is short, she has that unique pretty face”:*

Jose Perez
September 10th, 2010
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Beckham is probably one of the best players of Football, i love every game that he play”"”

Tyler Clarke
October 11th, 2010
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i heard too that David Beckham suffers some form of obsessive compulsive behaviour like he wants to count or something*..

Lighting Fixture :
October 22nd, 2010
#

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