WEEK 3: Defining the Brand: Tonal territories to (Concept) Moodboards and the competitive visual landscape.

Lecture: Types of Moodboards review and Concept Boards.
Looking at the competitive visual landscape

Video Lecture: Defining the brand. Working within the brand style.

As a class, we will review/deconstruct sample tonal territorries which generated concepts, logos and a library of assets and visual approaches for an entire brand. This exercise will help you to create a concept board which experiments with visual styles/applications of your client's brand.

In small client groups we will look at your competitive visual landscapes to see what the competition is currently doing and we will view your sample tonal territories to help create concept mood boards.

In class sprint:
Review your competitive visual landscape and your own tonal territories to create a concept board to help define your brand.



Part 1: As a team, make the final revisions to your brand purpose, brand promise, and brand positioning statements. Print out one copy for the entire team to be used for presentations.

Part 2: Create one concept mood board direction from your tonal territories (photos, colors & type)

Part 3: Choose one or two or three trademark sketches you think have potential for your brand. Bring the chosen sketch(es) into the computer and iterate on your design choice(s). Print the best of your digital roughs for your trademarks.



Next week some alumni will be here. They have offered to do the first look at/review your work. They know everything will be in a rough draft phase.

Please have the following printed out and ready for review:
your concept moodboard,
your tonal territories (just in case),
your work-in-progress logo(s)
and bring all of your sketches (just in case).

(Print out one copy of your brand purpose, promise & positioning for the entire team)







Asye Birsel Quote (pdf)

Quarter Timeline (pdf)

Quarter Deliverables (pdf)

Final Presentation Template (pdf)

What is a brand? (pdf)

Company Character (pdf)

Positioning & Promise (pdf)

Types of Brandmarks (pdf)

Lettermark Sprint Checklist (pdf)

Abstract Mark Sprint (pdf)




What they don't teach you in design school...

Paula Scher on brand


The planning of a brand experience

The consumer decision journey

The brand touchpoint matrix


Finding your brand’s emotional truth

Creating Value Propositions


Sample brand style guides


Famous Logos
CreativBloq: many branding articles


Brand Quarterly Magazine

Branding Magazine


Thinkmap’s Visual Thesaurus

Skillshare: Brand Identity: Design Adaptable Branding Systems (Paula Scher)

Aaron Draplin’s logo design challenge

Skillshare: Logo Design the Draplin Way

George Bakhua: Logo Design with Grids

George Bokhua—Mastering Logo Design: Gridding with the Golden Ratio


Brand Trends

Big Brands to Watch Out for in 2018

Trendwatching (Asia & US/Europe)

Landor: Trendwatch 2018

Packaging: 7 Key Brand Trends

Marketing Trends 2018

1 Graphic Design Trends 2018

2 Graphic Design Trends 2018

3 Graphic Design Trends 2018

Popular Brand Stories of 2017

Slideshare: The Future of Retail

Forbes — The 62 Brands Young Americans Love Most


Pantone: Color Trend Forecasting 2019

WGSN: Infuential Trends for S/S 18

WGSN: Macro Trends for 2019


Case Studies: How Brands are innovating on YouTube

Case Studies: 30+ Instagram Brands, Campaigns

1 Brands and Snapchat

2 Brands and Snapchat

2 How Brands are using Snapchat

1 Brands and Twitter

2 Brands and Twitter

3 Brands and Twitter

Case Studies: Brand Ambassadors

Brands and Influencers

Forbes: Brands and MicroInfluencers rates



Brand Case studies

Brooklyn Fare

Fred Hutch

Apple ”Think Different” Steve Jobs

Apple ”Think Different” Ads

Apple "Think Different" Commercial

The Story behind Apple ”Think Different” Campaign Ad

Nike ”Just Do It” Campaign





Brand agencies

The Brand Union

Ferro Concrete


Chermayeff and Geismar and Haviv

Ogilvy and Mather


Wolff Olins

Landor Associates



Liquid Agency

Wieden + Kennedy

Total Identity


siegel + gale

Starter list of Brand Agencies


Seattle Brand agencies


Hornall Anderson





Phinney Bischoff




Urban Influence


States of Matter

Wick & Mortar



Fell Swoop


The Hilt

Belief Agency




Designing brand identity

Building better brands

The brand gap


Brand Bible

Logo design workbook

Logo design love

The logo brainstorm book

How Brands Become Icons: The Principles of Cultural Branding

Unbranding: 100 Branding Lessons for the Age of Disruption