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Brand Identity Basics

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Who Brands?

1:39 with Matt Yow

The designer is responsible for determining color, typography and designing the logo. However, sometimes having a product or service on the market opens the door for the public to label or nickname something.

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    Another point to mention is, who is responsible for branding? 0:00
    Of course the designer, you or I, is 0:03
    responsible for determining color, typography and designing the logo. 0:05
    However, sometimes having a product or service on the market 0:10
    opens the door for the public to label or nickname something. 0:13
    Remember the Gap logo debacle? 0:16
    Right? 0:18
    The public just didn't like it. 0:19
    So, Gap reverted back to their previous, more comfortable and familiar logo. 0:21
    Kleenex is a brand name, but how often 0:25
    do simply address all tissue brands as Kleenex? 0:27
    The same could be said of Band-Aid, or even, Coke products. 0:30
    These are all names that consumers are branding other products as. 0:34
    Another instance are city nicknames. 0:38
    Obviously some are given by cities 0:41
    themselves to promote awareness or tourism. 0:42
    However, names like Sin City, the Big Apple and Motor City, are example 0:45
    of names that organically grew from 0:50
    journalism, or public perception mixed with time. 0:51
    Milton Glaser created the I Heart NY logo, 0:54
    free of charge, for a short-term campaign in 1977. 0:57
    Now the city, state, as well as citizens, have 1:00
    adopted the logo and the mantra as a personalized brand. 1:04
    The peace symbol has a similar story. 1:08
    Originally designed in 1958, as a symbol for a campaign against nuclear war, 1:10
    the symbol is an abstraction of the 1:15
    letters N and D, meaning nuclear disarmament. 1:16
    The symbol spread to the United States, 1:20
    and now represents peace on a global scale. 1:22
    You can see no matter the intentions 1:24
    of a designer, sometimes the public and consumers 1:26
    take a brand or an icon, and re-establish it with a new and greater meaning. 1:28
    Next, we`ll dive into the creative process 1:34
    behind how brand identities are designed and established. 1:35

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