2010 Brand New Conference Summary & Quotes

2010 Brand New Conference Summary & Quotes

Just Creative is supported by its audience. When you purchase through links on our site, we may earn an affiliate commission at no extra cost to you. As an Amazon Associate we earn from qualifying purchases. Learn more

Brand New Conference Logo

On Friday November 5th, here in NYC, I attended the Brand New Conference, a superb “one day event focused on the development of corporate identity and brand identity projects”. The conference was brilliant. (Thanks Armin Vit and Bryony Gomez-Palacio for organising!)

Below are some of the more memorable quotes & lessons learned, tweeted out by viewers of the conference throughout the day.

If you missed the live event, you can get videos of the conference for a small price on their website or you can view the photo gallery (official or unofficial).

Update 9/11/10: In-depth review here.

The Speakers

Speakers included Michael Johnson of Johnson Banks / London; Michael Lejeune of the LA Metro Design Studio; Michael Bierut and Paula Scher of Pentagram / New York; Christian Helms Decoder Ring Design Concern / Austin; Tom Dorrestejin Studio Dumbar / Rotterdam; Connie Birdsall, Lippincott / New York; Jordan Crane and Karl Heiselman, Wolff Olins / New York; and the steal of the show, Erik Spiekermann of Edenspiekermann / Berlin.

Jordan Crane & Karl Heiselman (Wolff Olins)

“You’re probably not doing the best work of your life if everyone is ‘OK’ with it.”

via Jessie McGuire (@jessiemcguire)

“You don’t hire books, you don’t hire portfolios, you hire people.”

via kdigilio (@kdigilio)

sponsored message

Adobe Creative Cloud Discount

“People come to work already motivated. Our job is to not unmotivate them.”

via Josh Berta (@prttyshtty)

“If you’re not getting noticed, your clients aren’t either & everyone loses.”

via Paul Soulellis (@soulellis)

“As a whole, the corporate identity industry has a too small definition of ‘good’.”

via kdigilio (@kdigilio)

[Re AOL rebrandings] “Aol realized they would get criticized for any change, so why not go big?”

via kdigilio (@kdigilio)

“The goal with the Aol identity was to tell a new story. The new brand focus was on the creation of original content.”

sponsored message

via Artifex (@whoisartifex)

“You can’t order people to do great things — you have to provide the conditions, inspire them, understand them.”

via Michelle Cormack (@freddygrl)

“Treat your client(s) with the respect they deserve.”

via Neenah Paper (@NeenahPaper)

Connie Birdsall (Lippincott)

[Re logos] “Q: If we have a symbol, how long until we can use it without our name? A: A really long time, if not forever… or if you have half a billion to spend on advertising per year.”

via Neenah Paper (@NeenahPaper)

“Color helps increase brand recognition up to 80%.”

via Xdesign (@XdesignInc)

“You cant create brand equity if you change it every year.”

via Debbie Millman (@debbiemillman)

“Brand-building is turning upside down. It’s not just about logos and awareness, it’s about creating advocates.”

via kdigilio (@kdigilio)

“Brands need authentic personality, the fight to change a relevant conflict, and a mission bigger than money.”

sponsored message

via kdigilio (@kdigilio)

Tom Dorresteijn (Studio Dumbar)

[Re branding] “Don’t go for the brains, always go for the heart.”

via @justcreative

“Create things that attract, not push.”

via Brand New Conference (@bnconf)

“We share identity with others. Personality is unique. Should we be personality, not identity designers?”

via Josh Berta (@prttyshtty)

“Describe your brand as a human personality. Define his/hers most essential paradoxes.”

via Dave Jacob Hoffman (@DaveMakes)

“If design is the answer, who asks the questions?”

via Jeremy DiPaolo (@jeremydipaolo)

“A lot of what we do is protect clients from what they want.”

via Neenah Paper (@NeenahPaper)

Paula Scher + Michael Bierut (Pentagram)

“It never gets easy, with clients, even if your name is Pentagram.”

via @justcreative

“All of us are strategists, all designers are planners.”

via Matt Simpson (@dk_msimpson)

“Designing and selling a brand to client is like convincing them to wear clothes that they didn’t buy themselves.”

via Laura Powers (@LPPowers)

“It’s like dating. If you try to break up with a client, they want you. It’s all about relationships.”

via Icograda (@Icograda)

“Every design problem has an infinite amount of possible solutions.”

via @swissmiss

[On hammering out a brand, paraphrasing Seymour Chwast] “If you’re digging a hole in the wrong place, making it deeper doesn’t help.”

via @justcreative

“What makes you a good designer is when you work with people you like, on something you really care about.”

via Tina Roth Eisenberg (@swissmiss)

“You can tell how a client relationship will go, by the way you were hired.”

via Tina Roth Eisenberg (@swissmiss)

“What makes you a good designer is when you work with people you like, on something you really care about.”

via Tina Roth Eisenberg (@swissmiss)

“If you can fake your way through something 3 times, you’re an expert.”

via Paul Soulellis (@soulellis)

“Everyone is human. That’s the frustrating part.”

via @evanstremke

Eric Spiekermann (Edenspiekermann)

“Designing a typeface is like writing a pop song. Others are going to sing it. Naked in the shower or on the toilet, not in tune…”

via Michael Clayton (@ProfClayton)

“Using a typeface with some depth & character, plus a strong color, can sustain a corporate identity program.”

via Paul Soulellis (@soulellis)

“Typefaces are like your children, you let them go and they get out of your control.”

via Rachel Beser (@RayBeezDesign)

“To the young & hopeful, be prepared to do some un-fun stuff.”

via kdigilio (@kdigili)

“We don’t do free pitches cause clients don’t know what the fuck they want.”

via justcreative (@justcreative)

“This [our manifesto] separates the assholes from the lesser assholes.”

via kdigilio (@kdigili)

“Brand is just a typeface, it’s all you fucking need.”

via kdigilio (@kdigili)

“What’s a beige fucking bus?”

via Daniel Wiggins (@dcwdesign)

“They want us to design a brand so they can sell their shit for more money.”
via kdigilio (@kdigili)

“We do not do the unpaid pitch ever, ever, EVER.”

via JessiArrington (@jessiarrington)

“Same bloody [washing] machine, made in the same factory, but with a different price and different logo. It’s called branding.”

via Michael Mizrahi (@michaelmizrahi)

“Keynote is for real people, Powerpoint is for 99% of everyone else.”

via Paul Soulellis (@soulellis)

“I am a Photoshop loser.”

via Sam (@samkap)

“A diagram is not a map.”

via @justcreative

Michael Johnson (Johnson Banks)

“Don’t complain about constraints, embrace them.”

via Tina Roth Eisenberg (@swissmiss)

Christian Helms (DRDC)

“Don’t be afraid to jump into something you know nothing about. Promise big and work hard to deliver on that promise.”

via Ryan Fitzgibbon (@ryanfitzgibbon)

[Audience member to Christian] “You convinced chefs to use rats & skulls in their logo. I cant get my son to pick up his clothes. I’m pissed… that is all.”

via Debbie Millman (@debbiemillman)

and the most memorable quote from the day would have to have been…

[Re working for bands with low budgets] “It’s like getting somebody laid, on a handjob budget.”

Sorry for the lack of quotes from the first two speakers Michael Johnson and Michael Lejeune, I hadn’t started saving my favourite quotes that early in the morning.

6 thoughts on “2010 Brand New Conference Summary & Quotes”

  1. The Bierut quote about digging a hole deeper:

    He was quoting Seymour Chwast. Maybe add that to the attribution here so people know it’s not a Bierut quote 🙂

  2. I love these, I’m going to take some of these and blow them up big and place them around the office for some moral support and reminders.Thanks for sharing. Anna

Comments are closed.

[Cyber Monday Deals LIVE!]
[Cyber Monday Deals LIVE!]