Topics

Visual Identity


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 Real Cost of Brand Transformation

The Real Cost of Brand Transformation

Oftentimes, branding is seen as just another expense. Another project that needs budgeting. Another to-do to check off 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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Want Better, Faster Design? Bring Your Creatives to Strategy Meetings

Want Better, Faster Design? Bring Your Creatives to Strategy Meetings

Emotive Brand Expert #4: Eve Maidenberg Continuing our Emotive Brand Experts series, we’re interviewing past and present Emotive Brand clients to discover what they do better than anybody else – and how that expertise can be used to embolden your brand today. In this post, we speak with Eve Maidenberg, the Creative Services Director at Stitch Fix. Before that, she was a VP of Marketing at Marqeta. *** Left Brain vs. Right Brain Strategists and creatives are the left and right brains of a branding agency. In every project, you need the right mix of sequencing and imagination, linear thinking...
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How Client-Side Experience Informs Agency-Side Strategy: Interview with Emotive Brand Creative Director

How Client-Side Experience Informs Agency-Side Strategy: Interview with Emotive Brand Creative Director

Interview with Skott Bennett, Creative Director As Creative Director of Emotive Brand, Skott puts his client-side experience to work. An expert at creating meaningful solutions that meet the unique needs of both our customers and clients, Skott offers thoughts on how his years inside companies much like many of our clients inform his work agency-side today. What drew you to agency work? I always tried to bring an agency approach to my client-side experiences. And where I found this approach really worked was with brand-related projects. Identifying and defining the true purpose behind an...
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5 Common Mistakes in Brand Design Today

5 Common Mistakes in Brand Design Today

The Brand Design Journey If you’re looking for a brand design or redesign, you’ll need more than a logo or a new website. Brand design is bigger than that. Designing a brand entails designing every moment and experience people have with your brand. It’s about every touchpoint, and these days nothing goes unnoticed. Brand design reflects how your brand looks and how it feels. This means colors, graphic language, typeface, photography, and your logo. In the end, brand design is what brings the brand to life. It’s what makes your brand recognizable and powerful to the people that matter...
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Brand Guidelines: An Interview with Emotive Brand Senior Designer

Brand Guidelines: An Interview with Emotive Brand Senior Designer

The Importance of Brand Guidelines Emotive Brand hinges itself on the ability to transform businesses through brand strategy and strategically informed design. Miguel, a senior designer in the studio, works to bring brands to life by creating clear, inspired, and emotive brand identities. In this interview, Miguel discusses a process of branding that is often overlooked: building brand guidelines. Read to learn more about the importance of having a roadmap for your brand and how it should be used to create maximum impact. Why might businesses overlook the importance of brand guidelines? They...
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Launching a Global Re-Brand: Interview with Brand Strategy Firm, Emotive Brand

Launching a Global Re-Brand: Interview with Brand Strategy Firm, Emotive Brand

As an Account Strategist at Emotive Brand, Sarah plays a pivotal role in helping us transform global brands in to more empathetic, purpose-led, and meaningful companies. Her ability to connect the worlds of writing, research, strategy, and design make her the perfect point person for tackling the nuances and challenges of bringing a new brand strategy to life. In this post, Sarah shares her thoughts on why a global brand rollout can be tricky, gives guidelines on how to tackle obstacles that might arise, and execute a successful maximum-impact launch. A global re-brand is a large...
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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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