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The designer 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.
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
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