Standout Branding from Natural Products Expo West / Generative Creativity
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 […]
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 […]