WEEK 4: Brand Process with ALUMNI
Lecture: Brand process show and share videos.
In class:
Meet with alumni to review your work-in-progress.
Break
Lecture: Brand Process. Developing touchpoints/deliverables.
Developing Touchpoints (pdf)
Quarter Deliverables (pdf)
In class assignment:
Choose potential deliverables and create realistc timelines to achieve them. Don’t forget to include your style guide as a touch point/deliverable. Hand in your timeline by the end of class with team due dates. BE REALISTIC!
Homework:
Part 1: Refine and finish your logo designs based off of feedback from the alumni. Make a vertically stacked version as well as a horizontal version of your chosen design. Scale your designs (both large and small) to see potential problems.
Part 2: Begin developing your touchpoints/deliverables according to your timeline.
Mandatory Viewing:
Review some of the brand agencies from the resources links:
The Brand Union
Ferro Concrete (founder Yo Santosa)
Lippincott
Chermayeff and Geismar and Haviv
Ogilvy and Mather
Pentagram
Wolff Olins
Landor Associates
Interbrand
Switch
Liquid Agency
Wieden + Kennedy
Total Identity
MetaDesign
siegel + gale
Seattle
Methodologie
Hornall Anderson
Girvin
Teague
Turnstyle
Tether
Phinney Bischoff
Civilization
Wildren
Mint
Urban Influence
DEI
States of Matter
Wick & Mortar
Graphiti
DNA
Fell Swoop
Kreative
The Hilt
Belief Agency
GMMB
Developing Touchpoints (pdf)
Quarter Deliverables (pdf)
For more reading:
The planning of a brand experience
The consumer decision journey
The brand touchpoint matrix
Syllabus
Week 1 - The week of January 1st
Week 2 - The week of January 7th
Week 3 - The week of January 14th
Week 4 - The week of January 21st
Week 5 - The week of Janruary 28th
Week 6 - The week of February 4th
Week 7 - The week of February 11th
Week 8 - The week of February 18th
Week 9 - The week of February 25th
RESOURCES
Final Presentation Template (pdf)
Lettermark Sprint Checklist (pdf)
SITES OF INTEREST
What they don't teach you in design school...
The planning of a brand experience
Finding your brand’s emotional truth
Famous Logos
CreativBloq: many branding articles
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)
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
Case Studies: How Brands are innovating on YouTube
Case Studies: 30+ Instagram Brands, Campaigns
2 How Brands are using Snapchat
Case Studies: Brand Ambassadors
Forbes: Brands and MicroInfluencers rates
Brand Case studies
Apple ”Think Different” Steve Jobs
Apple "Think Different" Commercial
The Story behind Apple ”Think Different” Campaign Ad
Brand agencies
Chermayeff and Geismar and Haviv
Starter list of Brand Agencies
Seattle Brand agencies
BookS
Brand Bible
Logo design workbook
How Brands Become Icons: The Principles of Cultural Branding
Unbranding: 100 Branding Lessons for the Age of Disruption