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Brand Identity Basics

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The Five Ws and an H

1:54 with Matt Yow

A good way to begin the brand process is to observe it through the lens of a journalist: who, what, when, where, why, and how. Establishing these circumstances as questions can help us develop an understanding of how to help our clients with their project.

Salt - by Matt Yow

Salt is an interrogative and exploratory essay that explores the brand identity design process. Salt takes an analytical look at the relationship between methodologies, quality, and value.

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    [MUSIC] 0:00
    Hey guys, my name is Matt, and I'll be your teacher through this course. 0:04
    I'm a proud graduate of the Savannah College of Art and Design, 0:07
    and I'm a brand identity designer at Focus Lab in Savannah, Georgia. 0:10
    Check out my website at mattyow.com. 0:14
    Design is my passion, and I especially love branding. 0:17
    Brand identity has always intrigued me because 0:20
    it is so often discussed and disagreed on. 0:22
    It is so intellectual and contemplative 0:25
    while also being very, emotional and irrational. 0:27
    When building a house for instance, there is a 0:30
    strict process, the floor plan, materials, measurements, so on. 0:32
    Otherwise the building will fall, not fit it's 0:35
    occupants or simply be uncomfortable to be in. 0:38
    Branding is unique, however. 0:40
    Designs can look amazing and we can, as designers, 0:42
    drool over how beautiful a logo or branding system is. 0:45
    But if the user base doesn't latch on, it's a failure. 0:48
    The same can be said of ugly, poorly designed brand 0:51
    images that somehow still retain consumers and continue to grow. 0:53
    Just like you I'm still learning, so I wrote an essay on the branding process 0:57
    to explore experiences and practices to try to hone my skills and better my work. 1:00
    It's called Salt. 1:05
    Check it out online. 1:07
    And I've read books on design trying 1:08
    to find a faultless brand identity design process. 1:09
    So far I've only read very good books 1:12
    that talk around it, rather than talk through it. 1:14
    I'm learning there is not one design process, but with enough practice and 1:17
    exercise we can create our best work by following formulas best suited to us. 1:20
    A good way to begin this whole brand process 1:26
    is to observe it through the lens of, a journalist. 1:28
    Who, what, when, where, why and how. 1:31
    Establishing these circumstances as questions 1:35
    can help us develop an understanding. 1:37
    Of how to help our clients with these projects, as well 1:39
    as help us as designers inform our process and gauge its purpose. 1:42
    I share the sentiments with Eddie Opara, partner and designer of Pentagram, when 1:46
    he says, I wanna create a process that excites me as a person. 1:49

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