#brand (55 links)
- Rebranding in the Age of Snark schottben.substack.com
Rebranding in the age of crowdsourced snark is a blood sport. Before social media, identity innovations might inspire trade-journal analysis or, if truly egregious, provoke wonk-ish newspaper comment. But nowadays brand vigilantes and Monday-morning typographers (including, on occasion, your present correspondent) seize upon even the tiniest tweak to a logo, tagline, sonic chirp or Pantone chip.
A deep dive into the math behind making mismatched brand logos actually look good together. And a tiny React library that does it for you.
- The Costco theory of the internet joanwestenberg.com
A low tolerance for bullshit has to run as an operating system, built it into how the place works.
- What "Brand" Means and What It Doesn’t - The Intersection reiinamoto.substack.com
The word “brand” is used so broadly that its meaning has become elusive. Everything from logos and imagery to worldviews, social media popularity, and market capitalization gets labeled as “brand.” However, what constitutes a brand is not appearance or popularity, but the reason people continue to choose it.
Via russelldavies.
- “Fun fatigue – is formality returning in branding?” designweek.co.uk
- The invisible hand of brand in the gaming world offbrandkoto.substack.com
Deep dive into game branding.
- Reel talk: the power of branded motion design offbrandkoto.substack.com
Superb primer on motion design.
- The truth about brand strategy. And why your company needs one. offbrandkoto.substack.com
- Early-Stage Branding: Driving Go-to-Market Impact offbrandkoto.substack.com
- Brand evolution or revolution? Knowing why and when offbrandkoto.substack.com
- Naming your brand, from start to finish offbrandkoto.substack.com
An excellent guide from Koto.
- The radical simplicity of GOV.UK’s logo public.digital
With a single logo, all that has to be done when departments change is an edit to the html of the relevant section of GOV.UK. This change is so mundane it attracts no scrutiny, even in the most turbulent political contexts. No drama, just a simple code change, as it should be.
- Zero-Click Content: The Counterintuitive Way to Succeed in a Platform-Native World - SparkToro sparktoro.com
Zero-Click content is content that offers valuable, standalone insights (or simply engaging material), with no need to click. Clicking might be additive, but it’s not required [...] but how can we get value if we can’t get trackable visits? Just like our marketing forebears did: through hard-to-measure brand lift.
- Brandification, not blandification - Why brands need to stop falling into copycat functionality creativepool.com
Companies everywhere are investing heavily in paid social, websites and CRM programmes but agencies are increasingly using similar techniques, emulating each other’s functionality and using the same tonality. Done in the name of optimisation and best practice, it might deliver in the short term, but long term, brands are shedding their personality.
- Why brand consistency can make or break your brand offbrandkoto.substack.com
Getting brand consistency right is tough, as it's not just about your marketing channels. It covers everything across your company – from your business purpose and mission to your culture, values and products. There’s also a slew of external factors like customer comments and ratings on Google, Trustpilot etc. Even opinion leaders, influencers, and journalists have a say, especially if you encounter bad PR for any reason.
- Healthy System Healthy Body underconsideration.com
New Identity for Ayushman Bharat Wellness Centers by Lopez Design
- Mark Hurrell – GOV.UK visual identity and brand mhurrell.co.uk
- Thomson Reuters Unveils New Brand Evolution adweek.com
- The Distinctive Brand Assets Fallacy linkedin.com
Good marketers know that Distinctive Brand Assets are important to building a strong brand identity. Great marketers know that non-Distinctive Brand Assets matter just as much.
- Carolyn Davidson (graphic designer) - Wikipedia en.wikipedia.org
In 1971, Knight and his (Blue Ribbon Sports, Inc., later Nike) co-founder needed a logo for a new line of running shoes they were getting ready to introduce. They asked Davidson to design a stripe (industry term for a shoe logo) that "had something to do with movement".
Urgh.
Via Popular.
- Why Do Everyone’s Logo Fonts Look the Same? justcreative.com
Throughout this piece, we’ve talked about the sans-serifs and the utilitarian nature of their design. But perhaps their greatest sin is that they often lack personality. When more and more customers are looking for a more human relationship with brands, having the same logo font as everyone else just doesn’t cut it.
- What is this Brand Thing Anyway? thebrandthing.quinnkeast.com
A primer on brand for product teams
- Brands as Operating Systems | LinkedIn linkedin.com
If you’re designing a brand today, you’re designing a digital entity. You’re also designing a shared entity. Brands today aren’t the work of lone geniuses. They are collaborations between marketers, product people, partners and customers.
In short, black and white logo marks no longer cover all colours. There are certain circumstances in which black and white logos could cover use of the marks in different colours, provided a change only in colour would not alter the distinctive character of the mark.
- The Road to Hell, part 1 of 3 - by Nick Asbury nickasbury.substack.com
My argument is that, for all the often good intentions behind purpose, it’s a fundamentally flawed way of thinking about ethics in business and marketing: one that not only leads to worse marketing, but also leads to worse social outcomes.
- Trust Arrives on Foot and Leaves on Horseback | by Tim de Rooij | Medium thalein.medium.com
There is an old Dutch saying that intends to remind people that trust takes time to build, but is quickly lost.
- Active Partners - Investing in high growth consumer brands active.partners
We invest in outstanding consumer brands with global aspiration
- Brands Want You to Go Steady, Not Play the Field bloomberg.com
Brandlonging rests on a delicate fulcrum: the extent to which consumers are prepared to sign up to regular payments (and sign away their data) in return for convenience, discounts, exclusivity and the lure of belonging.
- Do the Brand First - By Paul Ford postlight.com
When you say “we’re doing a branding exercise but let’s start building the site,” you’re saying, “I don’t know. Make it somewhere between Medium and Genius.” Or: “We need something between TIME magazine and The Marshall Project. We can true it up with the new brand assets before we launch.” Or: “Etsy is good, but so is Amazon. It’ll all come down to colors and type anyway.” Or: “It should feel like J.P. Morgan or maybe Betterment. Whichever gets us there soonest. We’ll plug in the logo later.”
- What are "Flexible Visual Identities" + Will They Replace Logo-centric Design? | | Eye on Design eyeondesign.aiga.org
A static, logo-centered visual identity is like someone who shouts the same message over and over again. A flexible visual identity on the other hand is a bit more eloquent.
Moving. This one word sums up everything New York-based design studio DIA embodies. Movement is in the neoteric, kinetic identity systems it creates and the processes it uses to construct them. Moving forward is in the ethos that drives its leaders Mitch Paone and Meg Donohoe to redefine with graphic design is. DIA is always moving and, in turn, its solidified itself as the master of typography in flux. It’s a studio which messes with design theory only to improve it, leaving the rest of us scrambling to catch up.
- Designing Adobe’s Evolving Brand System – Prototypr blog.prototypr.io
A few weeks ago at Adobe MAX, we unveiled a few updates to the Adobe brand system. There were two significant changes: the redesign of the file type system…
Finally, our analysis might provide a reality check on some of the gigantic brand values now published by leading brand valuation companies as it reveals that often the lion’s share of value lies in customer relationships. Although closely intertwined, brand equity and customer equity are different concepts that need to be measured and reported separately. The real art of brand management will be to integrate the two concepts without being stymied by friction between the camps that typically manage brands and customer relationships. As Peter Drucker said, well before the advent of the information age, the sole purpose of a business is to create a customer. It’s clear that brand building will only go so far.
Via genmon.
- adaptive path » blog » Peter Merholz » The Pernicious Effects of Advertising and Marketing Agencies Trying To Deliver User Experience Design adaptivepath.com · Archived on
Ranting, some purpose.
Reference. Refusal to actively compete/collect.
Via momorgan.
It’s refreshing to see such a big brand being so philanthropic, providing the sort of support most artists would be happy to be connected with, which is so often where big brands can get it wrong.
- Seth's Blog: Why word of mouth doesn't happen sethgodin.typepad.com