'Recognizing the need is the primary condition for design.'

Charles Eames

'To design is to communicate clearly by whatever means you can control or master.'
Milton Glaser

Activity 1 - Review video below and then discuss with your peers what you think branding means to you



Companies spend a lot of money developing a brand look - this moves beyond just a logo. It can involve a specific font and colour as well as just a logo. Products that have been effectively branded can be instantly recognised without you seeing the product.


Look at the similarities between this burger companies' logo and the famous McDonalds sign.
Heinz use the same shape surrounding their label, and the same font for the word Heinz, although the actual products may differ quite considerably.
The Coca-cola trade mark is so widely known you would be able to tell that there was Diet Coke in the can on the right even if you didn't read hebrew!


Activity 1: Complete the questions below



Create a mind map for your own design companies brand using bubbl.us here., you will have to create a free account


Start with your comapny name and then build each branch focusing on what you want your companies design to communicate to the person viewing it. Show any design thinking by listing any images you think support the brand i.e.


Maturity - Tree, Glasses, Top Hat,green, blues

Confidence - Locks, eyes, a finger pointing, gold, metalics,

Loylaty - Dog, rope, ships, hand shake, orange, purples



Use keywords such as: Loyalty, impact, size, color, clarity, feeling, ethos, confidence, maturity, trustworthyness, openess, fairness, etc

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© Julian Kupper