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Brand Identity


On Design, Branding, and Where the “Brand Magic” Happens: Interview with Emotive Brand Creative Director

On Design, Branding, and Where the “Brand Magic” Happens: Interview with Emotive Brand Creative Director

Interview with Jane Brown, Creative Director Jane joins Emotive Brand with over 20 years of experience developing corporate and brand identities ranging from global corporations to startups – bringing both agency and client-side, as well as print and digital media expertise to the table. Jane has built a reputation around delivering high-level thinking and design systems that enable new brands to compete in crowded marketplaces and venerable brands to deepen their relevance. In this interview, Jane shares her point of view on branding challenges, client-agency relationships, collaboration,...
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Brand Identity. What’s Your Type?

Brand Identity. What’s Your Type?

Brand Identity, typography, typeface… it’s all part of your brand and its story A brand identity is critical to get right. A typeface helps shape the stories a brand tells. It sets the tone of a brand. Typography is in many ways the first impression and introduction to your audience. According to Sarah Hyndman, “Typography is like the clothes a person wears; it tells the world who they are and who they want to be.” Typography, in other words, is one of the most important aspects of your brand. A few things to consider when selecting a typeface for your brand: Align with brand...
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The Cost of Branding = Transformative Value

The Cost of Branding = Transformative Value

Oftentimes, branding is seen as just another expense. Another project that needs budgeting. Another to-do to check of the list. Additionally, a brand’s visual identity and its implementation are often seen the same way – but they shouldn’t be. Branding is only costly to a company if the company doesn’t fully tap into the brand’s value. Likewise, if you leave your brand’s visual identity to flounder in a presentation deck, it remains an untapped value. Understanding the value of your brand and what its visual identity means is key to shifting the conversation from a business cost to its...
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How Do You Create a New Brand Category?

How Do You Create a New Brand Category?

All Signs Point to a New Brand Category Traditional wisdom suggests that creating a new brand category is a massive undertaking. In our recent post on category change, we wrote about when it’s time to consider creating a new category. In that post we were clear: undergoing a category change is not something for the faint of heart. If you’re leading the effort, you’ll need thick skin, an iron will, and if you don’t have deep pockets, you’ll need to be extra resourceful. Creating a new brand category requires big ideas that literally think outside the box — that’s the whole point. You’ll...
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Brand Strategy Case Study for a High-Growth Tech Brand

Brand Strategy Case Study for a High-Growth Tech Brand

PubMatic Brand Strategy Case Study “The PubMatic rebrand has had an impact on our business results including improved costumer satisfaction, product marketing, and go-to market strategies.” – Matt Wolfrom, PubMatic VP Corporate Communications. High-growth businesses need a strong brand story in order to retain and recruit top talent. When PubMatic came to us with serious hiring ambitions, it was clear they needed an employer brand. Marketing technology is a highly competitive space and PubMatic had to figure out a way to stand out as a great place to work. But, as it so often happens,...
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Uber Rational: A New Brand

Uber Rational: A New Brand

Yesterday, Uber launched a new brand identity, and it has sparked a lot of media attention. It’s amazing that an app icon update and a new website can create so much buzz, attention, and debate, but it got us thinking: What’s the real impact of changing an already established brand identity? We believe brands need to consider both rational and emotional needs when embarking on telling their story. Uber’s new identity focuses on telling a rational story about what they do. But it lacks the emotional impact of why they do it and why consumers flock to it. ‘Why’ is critical because...
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Branding in a World Full of Screens

Branding in a World Full of Screens

A world full of screens Joel paints a picture of a world that’s filled with screens – far more than the four business currently focuses upon: “The basic dilemma for marketers is this: there are now too many screens to count. Set aside PCs, tablets, smartphones, and TVs (connected or otherwise), for a moment. Your car, your thermostat, your washer and dryer, your refrigerator are all on their way to being “smart” as well – connected to the internet and to each other, featuring screens that offer up all sorts of information, from usage data to content, like a fridge that suggests recipes based...
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Beyond Identity: Achieving a Presence That Matters

Beyond Identity: Achieving a Presence That Matters

A new product or service is ready to be launched. A logo, a set of colors and a design look and feel are decided. A brand guidelines PDF is published. And, for many people, a brand has been established. But for products and services to survive in today’s world, much more needs to be done. In today’s world, branded products and services need to go beyond establishing an identity and create a presence that truly matters. Going beyond brand guidelines, they need to take on a presence-defining behavior that engages, enchants and gratifies people – by linking what the brand does...
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