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

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Of course the designer, you or I, is

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responsible for determining color,
typography and designing the logo.

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However, sometimes having a product or
service on the market

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

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Remember the Gap logo debacle?

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Right?

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The public just didn't like it.

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

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Kleenex is a brand name, but how often

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do simply address all tissue brands as
Kleenex?

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

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

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Another instance are city nicknames.

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Obviously some are given by cities

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themselves to promote awareness or
tourism.

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

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of names that organically grew from

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journalism, or public perception mixed
with time.

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Milton Glaser created the I Heart NY logo,

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

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

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adopted the logo and the mantra as a
personalized brand.

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The peace symbol has a similar story.

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

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the symbol is an abstraction of the

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letters N and D, meaning nuclear
disarmament.

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The symbol spread to the United States,

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and now represents peace on a global
scale.

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You can see no matter the intentions

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of a designer, sometimes the public and
consumers

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

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Next, we`ll dive into the creative process

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behind how brand identities are designed
and established.