Preview
Video Player
00:00
00:00
The Five Ws and an H
1:54A good way to begin the brand process is to observe it through the lens of a journalist: who, what, when, where, why, and how. Establishing these circumstances as questions can help us develop an understanding of how to help our clients with their project.
[MUSIC]
0:00
Hey guys, my name is Matt, and I'll be
your teacher through this course.
0:04
I'm a proud graduate of the Savannah
College of Art and Design,
0:07
and I'm a brand identity designer at Focus
Lab in Savannah, Georgia.
0:10
Check out my website at mattyow.com.
0:14
Design is my passion, and I especially
love branding.
0:17
Brand identity has always intrigued me
because
0:20
it is so often discussed and disagreed on.
0:22
It is so intellectual and contemplative
0:25
while also being very, emotional and
irrational.
0:27
When building a house for instance, there
is a
0:30
strict process, the floor plan, materials,
measurements, so on.
0:32
Otherwise the building will fall, not fit
it's
0:35
occupants or simply be uncomfortable to be
in.
0:38
Branding is unique, however.
0:40
Designs can look amazing and we can, as
designers,
0:42
drool over how beautiful a logo or
branding system is.
0:45
But if the user base doesn't latch on,
it's a failure.
0:48
The same can be said of ugly, poorly
designed brand
0:51
images that somehow still retain consumers
and continue to grow.
0:53
Just like you I'm still learning, so I
wrote an essay on the branding process
0:57
to explore experiences and practices to
try to hone my skills and better my work.
1:00
It's called Salt.
1:05
Check it out online.
1:07
And I've read books on design trying
1:08
to find a faultless brand identity design
process.
1:09
So far I've only read very good books
1:12
that talk around it, rather than talk
through it.
1:14
I'm learning there is not one design
process, but with enough practice and
1:17
exercise we can create our best work by
following formulas best suited to us.
1:20
A good way to begin this whole brand
process
1:26
is to observe it through the lens of, a
journalist.
1:28
Who, what, when, where, why and how.
1:31
Establishing these circumstances as
questions
1:35
can help us develop an understanding.
1:37
Of how to help our clients with these
projects, as well
1:39
as help us as designers inform our process
and gauge its purpose.
1:42
I share the sentiments with Eddie Opara,
partner and designer of Pentagram, when
1:46
he says, I wanna create a process that
excites me as a person.
1:49