Off Book : Type

October 13, 2011 § Leave a comment

Type is everywhere. Every print publication, website, movie, advertisement and public message involves the creation or selection of a fitting typeface. Online, a rich and artistic typographical culture exists, where typefaces are created and graphic design seeps in to every image.

In episode 2 of Off Book, typeface designers Jonathan Hoefler and Tobias Frere-Jones outline the importance of selecting the right font to convey a particular feeling. Graphic designer Paula Scher talks about building identity in messaging, while Eddie Opara uses texture to create reaction. Infographic designers Julia Vakser and Deroy Peraza map complicated data sets into digestible imagery, mixing color, graphics and type.

The Brand Pattern

October 3, 2011 § Leave a comment

Obey Pattern

 Branding Is About Creating Patterns, Not Repeating Messages

A brand pattern is more than how a brand looks. It is the coherence and consistency between how the brand acts, looks, and responds over time. Brands are temporal — their past, present, and future is available in one URL. This kind of interface demands iterative management. The limited elements of traditional brand strategy, such as brand bibles, guidelines, values, and promises were not designed to accommodate this. So we must begin to create the tools that will make a brand perform.

A pattern needs to bridge the totality of what a brand can be — it must be the master plan to create strategic consistency — as well as the micro plan to create a single, relevant tactic.

It must encompass systems (which are expansive and multiple) and narratives (which are reductive and singular). By doing so, brands are given room to unfold and grow iteratively without the need for radical change.

« Read the rest of this entry »

Morgan Spurlock: The greatest TED Talk ever sold

April 28, 2011 § Leave a comment

Embrace fear, embrace risk.

12 Traits of the Best Brand Identity Firms

April 14, 2011 § Leave a comment

The choice for any client can be daunting. More than ever, there is a panoply of highly capable firms that specialize in brand identity. Which ones should companies trust to revitalize their brand? Whether the firms are global brand consultancies, multidisciplinary design offices, design boutiques, or specialists in areas such as packaging or interactivity, these core competencies hold true.
1. Strategic Imagination. An ability to understand and align business goals with creative strategy and expression is critical.

2. Process Focus. A disciplined process is used to foster collaboration, build trust, and ensure responsible decision-making and results.

3. Design Excellence. Reducing a complex, meaningful idea to its visual essence requires skill, patience, and unending discipline, whether the endpoint is a symbol, a look and feel, or an integrated brand identity system.

4. Irrefutable Logic. Creating a new system or brand architecture requires an ability to communicate a compelling case for change to any decision-maker, from the CEO to the director of marketing to a division head.

5. Alchemy. An ability to synthesize vast amounts of information and reduce it to a big idea. Also, an ability to cut through the clutter and see the “gold” in a marketing audit.

6. Empathy and Insight. An ability to be collaborative and understand the perspectives of all stakeholders, to suspend judgment and transcend politics. « Read the rest of this entry »

Where Am I?

You are currently browsing the Branding category at Opisina.