1 00:00:00,200 --> 00:00:03,570 Another point to mention is, who is responsible for branding? 2 00:00:03,570 --> 00:00:05,960 Of course the designer, you or I, is 3 00:00:05,960 --> 00:00:10,340 responsible for determining color, typography and designing the logo. 4 00:00:10,340 --> 00:00:13,070 However, sometimes having a product or service on the market 5 00:00:13,070 --> 00:00:16,380 opens the door for the public to label or nickname something. 6 00:00:16,380 --> 00:00:18,640 Remember the Gap logo debacle? 7 00:00:18,640 --> 00:00:19,360 Right? 8 00:00:19,360 --> 00:00:21,000 The public just didn't like it. 9 00:00:21,000 --> 00:00:25,310 So, Gap reverted back to their previous, more comfortable and familiar logo. 10 00:00:25,310 --> 00:00:27,240 Kleenex is a brand name, but how often 11 00:00:27,240 --> 00:00:30,840 do simply address all tissue brands as Kleenex? 12 00:00:30,840 --> 00:00:34,260 The same could be said of Band-Aid, or even, Coke products. 13 00:00:34,260 --> 00:00:37,260 These are all names that consumers are branding other products as. 14 00:00:38,910 --> 00:00:41,470 Another instance are city nicknames. 15 00:00:41,470 --> 00:00:42,910 Obviously some are given by cities 16 00:00:42,910 --> 00:00:45,840 themselves to promote awareness or tourism. 17 00:00:45,840 --> 00:00:50,240 However, names like Sin City, the Big Apple and Motor City, are example 18 00:00:50,240 --> 00:00:51,740 of names that organically grew from 19 00:00:51,740 --> 00:00:54,790 journalism, or public perception mixed with time. 20 00:00:54,790 --> 00:00:57,650 Milton Glaser created the I Heart NY logo, 21 00:00:57,650 --> 00:01:00,540 free of charge, for a short-term campaign in 1977. 22 00:01:00,540 --> 00:01:04,580 Now the city, state, as well as citizens, have 23 00:01:04,580 --> 00:01:08,140 adopted the logo and the mantra as a personalized brand. 24 00:01:08,140 --> 00:01:10,470 The peace symbol has a similar story. 25 00:01:10,470 --> 00:01:15,080 Originally designed in 1958, as a symbol for a campaign against nuclear war, 26 00:01:15,080 --> 00:01:16,620 the symbol is an abstraction of the 27 00:01:16,620 --> 00:01:20,100 letters N and D, meaning nuclear disarmament. 28 00:01:20,100 --> 00:01:22,040 The symbol spread to the United States, 29 00:01:22,040 --> 00:01:24,580 and now represents peace on a global scale. 30 00:01:24,580 --> 00:01:26,140 You can see no matter the intentions 31 00:01:26,140 --> 00:01:28,960 of a designer, sometimes the public and consumers 32 00:01:28,960 --> 00:01:32,980 take a brand or an icon, and re-establish it with a new and greater meaning. 33 00:01:34,110 --> 00:01:35,840 Next, we`ll dive into the creative process 34 00:01:35,840 --> 00:01:38,980 behind how brand identities are designed and established.