Join Sean Adams for an in-depth discussion in this video What makes a brand?, part of Foundations of Branding for Designers.
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- Walter Landor, one of America's…most successful identity designers said:…"Products are created in the factory,…"brands are created in the mind."…But I can't invade someone's mind,…so what can I, as a designer, do?…The brand that is created in the consumer's mind…is the result of multiple components.…We typically think of the visual aspect,…but that is only a slice of a much larger pie.…Every point of contact a consumer has…with a company reinforces the brand perception.…
In the visual world, this is the message of the…communications, the logo, the website,…environment, and printed matter.…These are important parts.…The logo, for example,…is the entry point to the brand.…But what happens if I have a beautiful logo,…and the most exciting web presence,…but the cashier is surly and disagreeable?…All the visual success is trumped…by a bad customer service experience.…These are the touchpoints, or places where…the consumer comes into contact with the brand.…
The visuals.…This includes the Logo, Identity System,…Printed matter, Website, Broadcast,…
- The history of branding (pre- and post-1950)
- The elements of branding
- Conducting research
- Solving problems and presenting solutions
- Creating logos and identity systems
- Building a visual system with color, typography, and more
- Communicating branding with manuals and vision books
Skill Level Beginner
3. Strategy 101
6. Visual System
Next steps1m 48s
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