Another point to mention is, who is responsible for branding?

Of course the designer, you or I, is

responsible for determining color, typography and designing the logo.

However, sometimes having a product or service on the market

opens the door for the public to label or nickname something.

Remember the Gap logo debacle?

Right?

The public just didn't like it.

So, Gap reverted back to their previous, more comfortable and familiar logo.

Kleenex is a brand name, but how often

do simply address all tissue brands as Kleenex?

The same could be said of Band-Aid, or even, Coke products.

These are all names that consumers are branding other products as.

Another instance are city nicknames.

Obviously some are given by cities

themselves to promote awareness or tourism.

However, names like Sin City, the Big Apple and Motor City, are example

of names that organically grew from

journalism, or public perception mixed with time.

Milton Glaser created the I Heart NY logo,

free of charge, for a short-term campaign in 1977.

Now the city, state, as well as citizens, have

adopted the logo and the mantra as a personalized brand.

The peace symbol has a similar story.

Originally designed in 1958, as a symbol for a campaign against nuclear war,

the symbol is an abstraction of the

letters N and D, meaning nuclear disarmament.

The symbol spread to the United States,

and now represents peace on a global scale.

You can see no matter the intentions

of a designer, sometimes the public and consumers

take a brand or an icon, and re-establish it with a new and greater meaning.

Next, we`ll dive into the creative process

behind how brand identities are designed and established.