Image: visual reference work for a new brand Sherpa House
While a student at Art Center I repeatedly took a class titled Identity Systems taught by veteran graphic designers. I had the class with three different professors, each with a slightly distinctive view on the problem being solved for the fictional client entity.
The upside of the approach taught, especially by Keith Knueven, was to think of visual identity for brands as a palette of graphic cues. These would not only include a primary logo and logotype, fonts and colors, but also many other relatable elements which would provide for a more flexible embedding of the brand in the world.
For the students, it was presented that brand design fulfilled the function that all entities need constant means of presenting a cohesive character in support of their product or service. What was not explored fully was the dynamic between brand design and the leadership responsibilities undertaken on behalf of the client entity.
Much of design is constant rebalancing between abstract concept and tangible execution. We have a vision, we then work backwards from what is feasible, and then revisit the concept and so on. In this way branding builds a bridge from the world […]