Brand is changing - and so how we work with brand and the role for design in brand is changing too. These were our two key messages when speaking at 100% Design 2015, held at Olympia, London, last week.
Brand is a multifaceted term with a myriad of definitions. So how do we begin to understand it? Is the brand the material elements – the ‘things’ (products, logo, imagery) – or is the brand the ideas – the ‘concepts’ (values, meanings, purpose)? Well, I suggest that a brand isn’t any one of those – it’s all of them and more.
The Startup Magazine is an online publication for the ever-growing number of people starting a business. We spoke to them to give their readers some insight into how beginning to clarify your brand doesn't need to break the bank.