WEEK 1: What is brand? How is a brand is developed.
Brand Process, Mission Statement & positioning
Welcome
Quarter Timeline, Quarter Deliverables, Quarter Presentation Template.
Brand Process.pdf
Lecture: What is brand? How is a brand developed. Brand Guide Books.
In class assignment:
Develop your brand purpose/mission (what your company does).
Break
Lecture: Creating tonal territories.
Tonal Territories Samples (pdf)
Homework:
Part 1: Finish up your 3 character traits & mission statement from class — to be handed in next week.
Part 2: Working as individual designers or in your teams of 2: build your tonal territories. Use the tagged images from your Brand Character Exercise (Who am I?) and complement those images with an image search for your brand. Start to find images (both related and not related to your brand’s industry) which fit the 3 character traits of your company. Do the same process for color(s) and typefaces for your tonal territories. (Use the supporting words and phrases from your in-class sprint and set them in a typeface and/or color that tonally reflects the umbrella word).
Click these Links:
Quarter Timeline (pdf)
Quarter Deliverables (pdf)
Final Presentation Template (pdf)
What is brand? And how is brand developed? (pdf)
Company Character (pdf)
Thinkmap’s Visual Thesaurus (site)
Tonal Territories Samples (pdf)
Syllabus
Week 1 - The week of January 7th
Week 2 - The week of January 14th
Week 3 - The week of January 21st*
Week 4 - The week of January 28th
Week 5 - The week of February 4th
Week 6 - The week of February 11th
Week 7 - The week of February 18th
Week 8 - The week of February 25th*
Week 9 - The week of March 4th
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
Trendwatching (Asia & US/Europe)
Slideshare: The Future of Retail
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