Join Von Glitschka for an in-depth discussion in this video Managing a brand, part of Foundations of Logo Design.
Branding in essence is your client developing a promise, making that promise,…and once launched, managing that promise. It goes without saying, that the larger…the company the more tier's of management they'll have.…But we're going to simplify the brand management into four essential areas.…They'll allow us to keep a brand on target, relevant, retain its visual…continuity over time, and be flexible enough so it can adapt and grow visual assets.…
You want to keep the brand aesthetic consistent throughout all areas of design,…whether you're creating it or providing the logo files to a vendor.…Continuity is key and you have to make sure a vendor isn't corrupting your work…and fragmenting the brand. Sign shops, yellow pages, and local coupon…magazines are notorious for doing this type of hack work.…Brand narrative and personality. It's easy to break a promise, say one…thing and do another as a brand. Many well known national brands have made…this mistake and suffered for it via public ridicule.…
New Coke is a perfect example of breaking a brand promise.…
- Gauging client perceptions
- Determining the scope of work
- Quoting a project
- Profiling the client
- Developing a brand name
- Isolating design directions
- Crafting a visual identity
- Pitching your work
- Presenting brand systems
- Handling a change of course
- Making style guides
- Developing a brand narrative
Skill Level Appropriate for all
Creative Inspirations: Doyald Young, Logotype Designerwith Doyald Young1h 41m Appropriate for all
1. The Client
2. Project CSI
3. Exploratory Process
4. The Design Process
5. The Pitch
6. Gathering Feedback
7. The Launch
8. Staying Inspired
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