Koto Studio. (2021) What Is… Authenticity [Speech]. Chelsea College of Arts. 18 October.
Branding – making ideas real
Projects at uni- Packaging based projects
Years placement, Studio round (gd studio) DesignStudio Fabrica
Work that makes a social impact and difference
What is branding?
A brand is made up of
- Identity
- Strategy
- Personality
- Communications
- Experience
Graphic designer vs brand designer
Brand designers define a brand
Your brand is what other people say about you when you’re not in the room.
Jeff Bezos
Brand is more than a logo. It’s a collection.
A brand is more than a product.
It’s a emotion, a feeling
Great branding:
- Designs with tomorrow in mind
- Has a point of view
- Making ideas real
- Is emotional
Brand belief is reflected in the companies DNA
Differentiation – how to stand out in a busy market
Digital brands- thinking about the little things
Human centred, helping others
Present three options to present to a client
Testing- how does it make you feel? Does it communicate x?
My thoughts:
I was inspired by the Huma project where the brand had a human centred approach and how the design brings a warmth to the delivery of the information which positively impacts those who use the app.
I think that some of the branding process can be applied to our projects as in a sense we are feeding into our personal brands through the Folio. Asking the questions ‘how do I want the viewer to feel?’ and ‘Does the design communicate this?’ are very helpful in determining the success of our design. The overarching emotion that I want to attach to my design work is a good mark to checking that the colour palette, typography and illustrations fit under the umbrella and therefore will have a certain cohesion to them.