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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Jose might be a great designer, but he shouldn't have drunk all that coffee before the conference, I swear the god I was thinking that's it I'm gonna close the video, but Do/ Master Do kept taking me back
It's cool but kinda cramped. How about if 1984 was spaced out; 19 on the extreme left, the logo in the middle, then 84 on the right? The figures 19 and 84 would be significantly smaller than the logo overall. Humble suggestion.
I noticed Chris not working with stylescapes but rather narrowing the brand attributes down to two keywords. When do you choose to work with stylescapes and when with keywords? Can you use them both in the same process?
Very important video with the explanation of concepts, José needs to restrain a little bit his enthusiasm, because he becomes annoying, just constructive criticism. Thank you very much for the video and the concepts.
I always find these vids really useful, but here there is something critical missing at the keyword definition stage that is vital to informing the design development. And that is customer and target marketing interviews. If the brand is what the customer says it is, then customer and target market interviews are key in helping formulate a design strategy. Perhaps this is something that could be covered in more detail? Thanks
Hey Catherine, maybe checking out our Youtube channel might help you out a bit. We make videos on how to brand your business and just gives people an overall understanding of the word. Feel free to check it out if you get a spare sec. Have a great day, Scott
@jose caballer made d show really interesting as he kept talking... It wasn't a dull moment for me... By the time he was talking he made me see something's clearly most especially from when he said "in the beginning was the Word"... Jose really filled d gap for Chris and a great show because he showed he wanted to learn and also asked questions so many people might have asked since they were both on stage... It wasn't easy man... And if u think it is get urself d resources and see how you do... Jose well-done boss... And Chris do thanks for designing... Lol... And this is my first time seeing Chris do laugh like this.. Buh I noticed (maybe its just me) he's always serious... Lol... Nice show guys and great work... Love from NIGERIA
This was the first video I checked from TheFutur guys. And I also thought Jose was interrupting a lot.. but since then I’ve watched almost all their amazing videos and I’ve come to understand their relationship a bit better and now I have a different perspective on that pre-judgement, so so Jose trolls on here he’s absolutely brilliant. They both are, so just dig a little deeper. Much love for this show.!!
@chris do, seriously you are so awesome. Making things understand so fast. But, I think, that guy is spoiling the mood of viewers by unnecessary talks. The video is super informative and useful. Love it, Chris. Thanks a ton again.
I always take something away from you guys. As a Production Designer I have a process that looks a lot alike this, bigger moodboards and a lot more concepting, but getting those words together in the beginning is KEY to all else, I call it the PREMISE though, and instead of asking the client, you can analyse the premise straight out of the script. Cool as always, I totally agree with Chris, the more analytical and precise you can get with the client, the better and more surprises.
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!
Completely agree, very inspiring video. Maybe if you get a sec, check out our Youtube channel where we provide content on developing brands and growing businesses. This may be some help to you. Have a great day, Scott
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.
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.