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Brand Identity

August 9, 2023 — Jim Humes

Welcome to the Generative Generation

Generative AI is all the rage these days. While it feels like something brand new, this technology has been in the works since machine learning’s generative models emerged in the late 2000s. The use of advanced mathematics to generate content has always been part and parcel of a developer’s mindset, but the tools weren’t widely available. Now, the doors to Generative AI have blown wide open with ChatGPT, Midjourny, DALL-E, Adobe Firefly, AlphaCode, Bard, and GrammarlyGO, among others, and Apple’s impending release of Ajax that will no doubt inspire the cherubs to blow their horns and...

May 6, 2021 — Robert Saywitz

Simplicity Does Not Mean Simple: An Outside Perspective on the Art of Simplification

Legend has it that Hemingway once won a bet for the shortest story ever written by crafting a six-word story, “For Sale: Baby shoes, never worn.” True or not, what resonates from this tale is that simplicity does not necessarily mean simple. ‘Less’ can actually mean ‘more’. When you strip everything away except the most meaningful parts, it forces those remaining parts to tell the whole story. It supposedly took Leonard Cohen five years of rewriting lyrics until—80 draft verses later—he settled on the final version of his song “Hallelujah”. The art of simplification—from words and stories to...

October 15, 2020 — Jonathan Haggard

Are You Rethinking Your Logo Design?

So you need to rebrand, but you’re attached to your current logo. You worked hard to get your logo crafted and have likely spent a few fond years building equity into it. The thought of changing your logo might sting, it might even make you a little nauseous. Not only the tactical work of changing out all of your swag, marketing collateral, event assets, PowerPoint presentations, etc. But also that anxious feeling of “What if the new logo isn’t as good?” First, you need to understand what role the logo plays in a brand system. The logo represents the core of your business. It’s the...

September 24, 2020 — Imri Larsen

Branding for Internal Alignment

Much has been written about the power of brand and its role in successful businesses. Brands can help a business build relevance and loyalty, but the process of brand building has value in and of itself. One of the most overlooked advantages of the process is how it can create internal alignment along the way. Uncovering Difficult Truths Whether we are creating a new brand or refreshing an existing one, our first step is to gain a deep understanding of its dynamics among both internal and external audiences. We examine the various perspectives that exist within an organization through...

November 25, 2019 — Saja Chodosh

Talking Transformation: Brand, Business, and Culture

An Interview with Katie Tamony We sat down with Katie Tamony, Chief Communications and Culture Officer at Alluma, a technology non-profit dedicated to making sure those eligible for benefits and services don’t fall through the cracks. Katie talks to us about leading transformation projects: her role, why these kinds of projects excite her, and what’s critical in executing a transformation successfully. This isn’t the first transformation project you’ve been a part of. Why does this kind of work appeal to you? Building something new out of what has been has always excited me. That’s why I’m...

August 8, 2019 — Chris Ames

What’s in a Name? An Interview With a Brand Naming Expert

Anthony Shore names things. For 25 years, he has wielded his linguistics and varied marketing background to introduce more than 200 product and company names to the world. Even if you don’t know him from this New York Times Magazine article, you’ve probably come across his work: Fitbit Ionic, Virgin Voyages, and Jaunt to name just a few. From novel descriptors to taglines and slogans, Shore specializes in succinct, inspired brand expressions of six words or fewer. As one of the world’s foremost naming experts, we’re thrilled to partner with him. Today, we sit down with Shore to discuss...

January 31, 2019 — Chris Ames

Branding in Motion: A Roundtable with the Emotive Brand Design Team

In 2019, everything is alive. We communicate in GIFs, message effects, and video chats. Billboards are digital, bus ads are responsive, push notifications are synchronized. Give a glossy magazine to any child under five and chances are they will try to “scroll down” the page with one index finger. The most forward-thinking companies are using motion – whether through kinetic type, animation, or mixed reality like AR and VR – to broaden the emotional impact of their brand. I sat down with the creative team at Emotive Brand to discuss the link between motion and emotion, and how B2B brands...

January 10, 2019 — Chris Ames

Making the Case for a Rebrand

Rebrands are for Firebrands Not everything in the branding world is relatable. For the average person, chatting about go-to-market strategies or employer brands isn’t exactly scintillating dinner party conversation. But there is one thing that ignites fiery debate and criticism, even from those without any skin in the game, and that is the curious case of the rebrand. I’ve had multiple conversations with people who, though they have never expressed an interest in any other aspect of branding before, suddenly discuss the latest logo change, mission rewrite, or app redesign with a passion...

November 15, 2018 — Chris Ames

The Key Difference Between Graphic Design and Branding 

Graphic Design vs. Branding Brand is a dirty word. It’s misunderstood and misused by people in and out of the industry. Some people think it means a new logo. Others, an advertisement. And as a company that has “Brand” in its very name, we spend a fair amount of time educating exactly what this word means. Today, we dive into a key distinction: the difference between graphic design and branding. That may seem basic, but you’d be surprised by how many projects are stymied by this lack of clarification. Understanding this distinction is a crucial first step in creating a visual identity that...

September 19, 2018 — Tracy Lloyd

Personalization Can Drive Meaning For Brands

What helps create a truly meaningful brand? A flawlessly articulated purpose? A killer logo? A leadership team that really understands the value of brand? Complete internal alignment? Oftentimes, the interplay of many different brand elements work together to create cohesive and lasting meaning. But one element that is gaining value in the world of branding is personalization. Right now, personalization is “in” with brands. Mass consumption and mass production are becoming things of the past. These days, brands that matter and resonate with people are the ones that feel like they’re...

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