On Friday I attended the 2012 Brand New Conference, a one day event focusing on the practice of corporate and brand identity. The event went smoothly again (hat tip to Armin Vit for organizing) and the speakers shared some great tips and stories on a large variety of topics.
Below are some of the notes I took from his talk. There are some loose ends, but there are still a number of key takeaways so enjoy.
10 things to consider when creating a new visual brand identity
1. Make it coherent, 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 badging
A 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 moments
Find ownable moments that can be a spring point for the brand. eg. a color, season, taste, feature, etc.
6. Remove the fear
Branding 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 works
Weird shit creates monopolies. Trust the risky weirdo called creativity.
8. Make it people-centric
We 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 costs
Design 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.
10. Chase the opportunity.
Chase the opportunity, not the money. If you are doing interesting work and having fun, enough money will come.
Have you got any other branding tips to share?