Tuesday, November 6, 2012
1. Make it expressing, not consistent.A new logo is born useless. The media demands an approach that is instantly useful. Make your new logo useful. Create landscapes that can change and adapt. Information can and should fuel the design and pattern.A brand should be adaptive & coherent, not just consistent.
2. Do more than a logo.The logo is dying so ask yourself how can you brand without badging?
3. Brand without badgingA rubber stamped logo is not a brand. Remember…
“A new logo should be a symbol of change, not a change of symbol.”
4. The big idea is not the big idea.The big idea is not the big idea, but rather hundreds of ideas that form the brand. These ideas should be multi-channelled & multi-faceted.
5. Own momentsFind ownable moments that can be a spring point for the brand. eg. a color, season, taste, feature, etc.
6. Remove the fearBranding is all fear & risk is attached to everything, but smart clients are those without the fear.
We are hired for our principles, so stick to them.
7. Weird worksWeird shit creates monopolies. Trust the risky weirdo called creativity.
8. Make it people-centricWe are not in design business but in the people business. Educated clients believe in coherent brand worlds. Winning companies are placing design at the heart of their business.
9. Create assets not costsDesign is often seen as a cost in the boardroom but it needs to be seen as an asset. The reason behind it being seen as a cost is that everyone considers themselves as a designer.
“No one trusts creativity because of the dolphin duvet.” (aka everyone is a designer, I chose this dolphin duvet cover for my home). The goal is to show that design is an asset.