What's the difference between identity design and branding? Is a logo a brand? What is a brand?
3 things you might not know about identity design and branding from Executive Creative Director Chris Do.
01:36 Identity versus branding
04:28 Branding is only what others say/feel that you are
07:45 Think more, make less
09:43 How to define the brand
12:30 Putting together logo examples
13:59 Let's Design & Sketch
19:20 Common mistake: depending only on the computer
20:38 Find designers with a deep knowledge of a subject rather than do it yourself.
22:26 Working through logo examples, and hand off the example to your choice designer
The Brand Gap - Marty Neumeier
Story: Substance, Structure, Style, And The Principles Of Screenwriting - Robert McKee
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Links Discussed in This Episode:
CORE Really Explained: https://www.youtube.com/watch?v=e4BEt_o9bCk
CORE Brand Attributes Webinar: https://www.youtube.com/watch?v=5l4i3PZucHI
CORE Defining the Brand: https://www.youtube.com/watch?v=e916gMCWVKI
CORE session Alignment: https://www.youtube.com/watch?v=uOeIG_WDesw
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I love your video's guys, this was just waaaay too unprofessional. I mean this should be "educational", can't focus with the teacher interrupting and "joking" all the time -.- highly annoying vid, sorry. Will just continue through your vlog...
Hi! Amazing, inspiring video and I love the new logo! I would be happy if you could share with us also something more from your experience: what you would answer to a client that says to you
"Yes. Ok. The new logo looks good, but it is totally different than the first one. How will my clients recognize me?"
Thanks in advance!
I know this is a 3-year old video, but I still have some thoughts. The first part of the video is thought-provoking and interesting. Then comes the actual logo-design, which seems... lackluster.
The idea behind it, where keywords get distilled into there core (refined rustic) is so smart. But then it goes straight into a trendy logo, without considering any other options. Incorporating a fish is a no-go because... reasons? It has to be in a circle, and it has to look like all the other logos designers are pumping out on dribbble. The finished product is honestly B-grade. The lettering is sloppy (spacing, lineweight, letterforms... the specialist they hired is not very good), overall composition is cluttered with a lot of eye-dirt and not the separate elements within the logo don't speak to each other as much as they could. Not a 'my 4-year old could do it' kind of deal, but just not impressive.
So, again, I found parts of this video interesting and thought-provoking but it left me feeling weird when that mediocre logo was the end result.
This is great and very informative, but for me it would have worked perfectly without the joke interruptions, just Chris Do presenting it. I find the off-topic comments kind of get in the way of fully enjoying this.
Thanks for sharing your knowledge. I learnt a lot and continue learning all the time with The Futur. However I did find the host VERY ANNOYING when trying to listen to the valuable information Chris Do is sharing. Geez he just makes you want to punch him if every time he speaks - he just won't shut up! He is trying to hard to be funny - epic fail.
great show for sure but yes, need to work a bit on the talking part, not overlapping each other so much or it gets a bit too loud, very informative tho...love it, Chris is very eloquent and Jose likes to chat and entertain, its all good lol but need to find a way to balance that's all ...i actually would love to see you do more questions and answers so there is a space for one to talk and the other so listen kinda thing, i am just so grateful that i can learn a different perspective from you guys so thank you for taking the time to teach us something new. Keep up the amazing work. You guys are great!!!
Is it possible to reshoot this video without Jose? It's such great information that I'd love to share with my design students, but it's difficult to follow with so many interruptions. Same content… updated video? PLEASE!
Thanks for sharing. I'm only viewing this video now after 4 years since post date cause I'm a recent subscriber, but the information in this video still makes sense after 4 years. The whole "define the brand" process and transforming that into insightful images/messaging, was very inspiring to me. Hope you guys are still around. Thanks.
Chris - I have to say that I appreciate your comments on every video. You break down and analyze things in a very organized and practical way. There is no ego. It's constructive criticism that I can actually apply in business. Thank you for that. Although I do like the idea of having another person there to ask questions, I do wish Jose could have more useful commentary. He's more a distraction than an addition.
This video had really great and informative content. It was all great information and well explained. To be honest though, the audio was a little crappy and the conversation was all over the place. Lots of interruptions where I was trying to hear information. Also the designer seemed to be quite blunt and rude at times. He didn’t have a sense of humour nor was he respectful to anything anyone else had to say. Towards the end when he was asked about how much he paid for another artist, he just bluntly said “no”. Like, I get it, you don’t want to answer the question, but you could have answered it slightly better.
I’m about to run a 2 day brand strategy workshop with a big ethical investment company and this style of process is EXACTLY the way I need to run it.
I already had a feeling that this would be the kind of approach I would have to take, so having Master Do confirm this is SO damn good.
Thank you so much Chris. It's really amazing & helpful video. If you have any videos talk about "Design Management" or How to set a Timeline for my Branding Projects even if by hours or how many hours should i take to make Branding Project Starting from Logo till full corporate identity, web site, Social Media...etc., What's the first, Second, Third sections should be deliverable to client?. Otherwise if the client asking about the time to finish his branding so what should i answer?
Thank you again
OMG this guy on the left is annoying. Don't talk anymore dude. Chris; on the right, doesnt need that rude,loud, annoying dude to his left. If it weren't for Chris being so informative, and explaining it so well I would have never watched this. Good job Chris!! Get rid of that blabber mouth!
How you came up with Refined Rustic's Bubbles from the brand attributes' phase? Same thing with Trojan Storage logo, how you came up with 3 keywords (safe, strong, secure)? Is it by asking the clients about how they visualize their identity or based on user profile or else?
Thank you Chris.
Great video. Question though, seeing as you had already commissioned the lettering from Oban without really showing much to the client other than his personal logo as reference, what would happen had the client requested more changes than just the hook on the O? Would you just digitally alter the lettering or have to pay Oban to re-draw with the client's changes?
The logo looks great and all, but to someone unfamiliar with the brand, they would have NO idea what the heck Ole's is without more carefully looking at that very busy logo. For me, there's just too much clutter and it's not immediately obvious what the brand is all about. IMO, the Salmon logo at the end (26:21) was better, lol.
Great knowledge put out here. You guys do great stuff, but you need to rethink your presentation style. U always sleep off. It get's really boring with the too much talking, and the echoes make it really tiring. Nevertheless, keep it going!
I love listening to you because there is always so much to learn from your videos, but I have to agree with others commenting about Caballer. I love joking around like anyone else but this video was neither the time or place for his excessive clowning. Totally annoyed by the first minute of viewing.
Interesting...This Video is now 3 years old and shows right now an interesting aspect: It is way to easy to fall for Zeitgeist vs. timelessness. The behance examples may looked interesting and fresh in 2014 BUT their hipster look became totally overused and old-fashion today. From a technical view the new one is made awesome...aaaaabsolutly no doubt about it...BUT it turned a poorly made unique logo into a well made copy-of-a-copy-of-a-copy thing. Roll back the time: In 2014 it would have been great but only 1000 days later, the freshness is gone. Let's compare: Nike-Swash...timeless, McDonalds...timelessness in the M, Apple...the apple became an icon! Let's take the value of Ole's logo and take some steps back - how long would you be able to spot that Ole's got something to do with fish? On my 27" Mac the "fishing" is already not really readable on std youtube videosize sitting only 2 ft away - the fish fine 5 yards away. No question, the old one needs work...rework. The fish is his golden M, so reshape and simplify the M and don't turn it into a D. Peace :)
Surely I noticed that it is the only one like this on your site as far as I reached yet. To me it is a cornucopia of knowledge an inspiration - period! I'm not binge watching it; I'm giving the information room to develop. I really want to keep learnng, so I want to scrutinize everything 'til it it makes absolute sense.
I'm a skateboarder since I was a teen in late 80s and I like stuff like you did for Ole's, so don't get me wrong. My heart beats for this subcultural stuff...the boldness of powell-peralta, the Jim Phillips stuff for S.C., influencing not only boarders but also labels like Fat-Wreck and Epitaph.
I'm with you about Helvetica Neue and surely it is overused like every good thing after a while, but it's playing in my opinion like futura a different game. H.N. is so clear, so tidy and so reduced to the essentials, that this became second nature for big corps. If you compare logo-design with music then Helvetica is the Gibson Les Paul and Futura the Fender Strat. They are gold standards. Agency's work is therefore comparable with a custom shop LP or Strat and so the message is clear: "We are a serious company, our structure is optimized and our products are reliable. We maybe used to be garage brands in our early days, but those days are long gone. We learned our lesson and became the same kind of gold standard you could trust like the font" It contains the value for the leftbrainers.
Take Chanel for example. They barely use the CC anymore and focus on the rudiment of the name and the font. A pure "there is no room for not knowing us!" The emotional rightbrainers message you get with the rest of their marketing vocabulary - pure art, pure tradition of distilling luxury to the elixir and absolut dedication to craftsmanship - everything about identity and deeper values. They also don't chase fashion and trends...they create 'em. By this they create a self fulfilling prophecy.
I'm still convinced that the hipster-logo thing will become an other kind of blinking GIF soon, but of cause it is my opinion and so it doesn't matter - what really matters is the customer. Everything what makes him feel better makes his work feel better to his customer. :)
i don't chase fashion. i don't really care about trends. i do what is right for each client. if you'll notice on our site, it's the only logo that we've done that looks like that. sometimes, a client calls for something vernacular. i don't avoid something just because other people are using it.
it's the same thing when people tell me "helvetica is played out". it's overused. i guess we all get to do whatever we think is right which is the beautiful part of life. i'll stick my philosophy. it has served me well.
First of all: Thank you very much for your answer. On Herschel: Fashion got two main directions of brands: Firecrackers and Evergreens. Herschel is a firecracker (founded 2009) and gone soon like Ecko or Ed Hardy before - "soon" in dimensions of Levis, Nike or Chanel of cause. Even Diesel dropped the retro indian stuff for a bold sans direction. Some may say "that's not Diesel any more" but on the other side is the rebel-age (1990-2010) a bit done.
In this context the central element (name and swosh) is absolutely timeless and north american like baseball, mounties and popcorn. I visited their website and spottet there this bare text'n'swash logo usage which could be done clean, chalkstyle, vintage...beautiful! The swash "could be" considered to become a fishing hook's fluke at the end as a simplification of an element of fishing, but please don't get me wrong "could" not "should". My critique targeted more the now typical overused hipster composition and not central typographical element.
Surely an S&P 500 logo is not suitable for a fishing lodge. I got your costumer a bit wrong and in my thoughts located a bit more suburban. But what makes this logo unique? What was on my mind was that "just another startup" thing; retro logos like that got a renaissance with the hipster movement. Soon every stocklogo designer pushed it a little bit more with their 500+ logo packages and this logos became standard for this time like pictures of railroads in 80's alternative cd booklets. Two out of three new companies used something like that - and most of them poorly. So there are countless companies out there with swashes and handlettered retro letters in circles. Were is the unique "hook"...like the mermaid of Starbucks, the bunny of playboy, the smily in LG's, the bite like in Apple's, the negative space arrow of FedEx...? Sorry for the question, but I don't get it.
Long story short: I'm totally with you about the decades for the central but in 5 years the circledesign will be...hmmm... Thanx for your time.
hi patrick. ole's isn't about fish or fishing. it's actually about the family that started a wonderful family tradition and shared it with others. hand lettering will never go out of style because it already is. it's a throwback that predates digital.
i don't agree with your summary. the clients are happy with the mark and i imagine it won't need to be reworked for decades (if ever). look at Herschel supply Co. and other retro brands.
we weren't trying to go retro because it was hip or cool. we did it because that's what was true and authentic to their brand values.
Anunciado durante a Gamescom 2017, uma das maiores feiras de videogame do mundo, o remake de Secret of Mana é, desde o início, um projeto pensado para agradar aos fãs de longa data e atrair jogadores novatos com um gameplay mais acessível.
Não se engane: a versão 2018 de Secret of Mana está mais para uma recriação do que uma mera remasterização com pequeno ajustes gráficos. O que temos aqui é um jogo completamente atualizado, com personagens redesenhados que ganharam nova vida graças à estética cartunesca.
Se, por um lado, as mudanças visuais foram projetadas para atrair novatos, por outro, algumas pessoas podem torcer o nariz pela simplicidade da nova abordagem - especialmente no que diz respeito aos cenários e criaturas do mundo.
Os cenários coloridos, por exemplo, ainda que estejam bem representados, trazem pouca variedade e deixam game com cara de “jogo de celular”. Isso fica mais evidente pela estrutura do game, já que muitas áreas estão completamente vazias e monótonas. Nesse quesito, Secret of Mana não tem vantagem em ter o fator nostalgia a seu favor.
O remake utiliza a clássica perspectiva de visão aérea, com a câmera posicionada acima dos personagens. É possível arrastar as bordas da tela manualmente para ter uma visão mais ampla do ambiente, o que é bastante útil para momentos de exploração.
O brilho da era noventista, mas com ressalvas.
Antes de tudo, é importante ressaltar que não há legendas em português, então o melhor a fazer é jogar com textos em inglês. A história continua sendo o ponto mais alto de Secret of Mana e, novamente, coloca o jogador no controle de três adoráveis personagens: Randi, Primm e Popoi - é possível jogar em modo cooperativo local para até três usuários.
O objetivo do grupo é lutar contra um império traidor ao mesmo tempo em que tenta recuperar o poder da Mana para restaurar a paz. O grande problema é que, embora os gráficos estejam atualizados, as animações ficaram presas ao passado. Em vez de despertar o sentimento de nostalgia, a falta de capricho passa a impressão de que o remake foi feito às pressas.
A jogabilidade à la Zelda foi aprimorada e permite desferir ataques de qualquer ângulo. Os inimigos também demonstram mais inteligência, uma vez que agora eles têm a opção de atacar a partir de qualquer ponto do cenário.
Ainda que a movimentação esteja mais fluida, parece haver algum problema técnico relacionado ao impacto dos golpes. Isso porque há momentos em que o personagem simplesmente não acerta o ataque, mesmo posicionado a uma distância razoável do oponente.
Além disso, a interface dos menus ficou bem aquém do esperado, com abas confusas e muito mal posicionadas. Há, no entanto, uma opção de mapear os itens essenciais nos botões do joystick ou teclado, o que facilita muito a organização na hora de combates mais exigentes.
O remake de Secret of Mana mantém a essência da pérola dos RPGs de ação dos anos 90, mas comete muitos deslizes ao tentar mexer em time que está ganhando. Menus engessados, sistema de combate com problemas técnicos e animações presas ao passado impedem o relançamento de ser a experiência definitiva, apesar de que possa valer para quem nunca experimentou o jogo original.