Brand & Identity Design
Color Systems for Brands, Done Properly
Color systems for brands are the part of an identity that most often looks finished before it actually is. A palette can look perfect on a calibrated monitor in...
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2013 articles with this tag
Brand & Identity Design
Typography for Brands: The Decisions That Matter
Typography for brands is the set of decisions about which typefaces a brand uses, how those typefaces are licensed, and exactly how they are set: sizes, weights...
Brand & Identity Design
Naming and Verbal Identity: What Actually Works
Naming and verbal identity cover two linked decisions: what a business or product is called, and the language conventions that travel with that name, from how i...
Brand & Identity Design
Rebranding: What Actually Works
Rebranding means changing a brand's identity, name or position and then carrying that change through everything the brand touches. Most people picture the new l...
Brand & Identity Design
A Practical Guide to Brand Applications and Collateral
Brand applications and collateral are the everyday materials a brand actually appears on: letterheads and proposals, slide decks, email signatures, invoices, si...
Brand & Identity Design
Brand Voice and Tone: The Decisions That Matter
Brand voice and tone describe how an organization sounds in writing. Voice is the stable part: the personality, vocabulary and point of view that should be reco...
Brand & Identity Design
Brand Photography and Art Direction: The Decisions That Matter
Brand photography and art direction are the rules that decide what imagery a brand uses and how that imagery gets made: who and what appears in the frame, how i...
Brand & Identity Design
How to Get Iconography Systems Right
A coherent set of icons drawn to shared rules of weight, grid, corner treatment and metaphor. Why does it matter? Icons drawn individually never quite match, an...
Brand & Identity Design
Brand Architecture: What Actually Works
How a portfolio of products, services and sub-brands relates to the parent brand and to each other. At a glance Common models a single master brand, endorsed su...
Brand & Identity Design
How to Get Packaging Design Right
Designing the physical container a product arrives in, within the constraints of manufacture, regulation and shelf. What is at stake Packaging is constrained by...
Brand & Identity Design
Brand Consistency Auditing, Done Properly
Checking where a brand is actually being applied correctly, and where it has drifted. The key figures Scope digital, print, physical, third-party and internal m...
Brand & Identity Design
A Practical Guide to Brand and Accessibility
Making sure an identity can be applied without breaking accessibility requirements. Where most projects go wrong The usual mistakes: Brand colors used for body...
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