Things they don’t teach you about branding in school

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 [...]

Archetypes for Branding

The term ‘branding’ is a perpetual favorite for both designers and entrepreneurs. At a root level, people are very much driven to achieve a sense of identity which others respect, and to align with a known brand is a form of recognition. Even better is to craft a brand of one’s own. In a world of ideas contending for our attention, a brand is essential a ‘designed idea’. When we undertake the process of developing our brand as an individual, or the brand of our business we are shaping and strengthening a core idea which permeates all activities of the business and upholds the ethos of the organization. One single idea. Well, not a single word, or even a single sentence, but a collection of concepts which concisely capture the [...]

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A Record of Found Logomarks