03/17/2016
Three crucial lessons vital for tackling branding.
1. “Do your research. You need to fully understand the business you’re working with. Concepts shouldn’t be random, but need to spring from something innate about the business. Ask yourself: what makes this company different from others?”
2. “The logo is not the identity. Everything on the page contributes to the visual identity. Every ingredient requires a conscious decision and should be infused with the essence and personality you wish to communicate to the audience. Your job is to reveal the soul of the brand.”
3. “Design is valuable. Branding has become the prime differentiator between nearly indistinguishable goods and services.”
- Stephanie Weigler, School of Visual Arts in New York
