Who Brands?

Another point to mention is, who is responsible for branding? 0:00 Of course the designer, you or I, is 0:03 responsible for determining color, typography and designing the logo. 0:05 However, sometimes having a product or service on the market 0:10 opens the door for the public to label or nickname something. 0:13 Remember the Gap logo debacle? 0:16 Right? 0:18 The public just didn't like it. 0:19 So, Gap reverted back to their previous, more comfortable and familiar logo. 0:21 Kleenex is a brand name, but how often 0:25 do simply address all tissue brands as Kleenex? 0:27 The same could be said of Band-Aid, or even, Coke products. 0:30 These are all names that consumers are branding other products as. 0:34 Another instance are city nicknames. 0:38 Obviously some are given by cities 0:41 themselves to promote awareness or tourism. 0:42 However, names like Sin City, the Big Apple and Motor City, are example 0:45 of names that organically grew from 0:50 journalism, or public perception mixed with time. 0:51 Milton Glaser created the I Heart NY logo, 0:54 free of charge, for a short-term campaign in 1977. 0:57 Now the city, state, as well as citizens, have 1:00 adopted the logo and the mantra as a personalized brand. 1:04 The peace symbol has a similar story. 1:08 Originally designed in 1958, as a symbol for a campaign against nuclear war, 1:10 the symbol is an abstraction of the 1:15 letters N and D, meaning nuclear disarmament. 1:16 The symbol spread to the United States, 1:20 and now represents peace on a global scale. 1:22 You can see no matter the intentions 1:24 of a designer, sometimes the public and consumers 1:26 take a brand or an icon, and re-establish it with a new and greater meaning. 1:28 Next, we`ll dive into the creative process 1:34 behind how brand identities are designed and established. 1:35