What's the difference between identity design and branding? Is a logo a brand? What is a brand?
3 things you might not know about identity design and branding from Executive Creative Director Chris Do.
01:36 Identity versus branding
04:28 Branding is only what others say/feel that you are
07:45 Think more, make less
09:43 How to define the brand
12:30 Putting together logo examples
13:59 Let's Design & Sketch
19:20 Common mistake: depending only on the computer
20:38 Find designers with a deep knowledge of a subject rather than do it yourself.
22:26 Working through logo examples, and hand off the example to your choice designer
The Brand Gap - Marty Neumeier
Story: Substance, Structure, Style, And The Principles Of Screenwriting - Robert McKee
Special Thanks to our Sponsors:
Shutterstock - http://www.shutterstock.com
Media Temple - http://mediatemple.net
This is Ground - http://thisisground.com
Links Discussed in This Episode:
CORE Really Explained: https://www.youtube.com/watch?v=e4BEt_o9bCk
CORE Brand Attributes Webinar: https://www.youtube.com/watch?v=5l4i3PZucHI
CORE Defining the Brand: https://www.youtube.com/watch?v=e916gMCWVKI
CORE session Alignment: https://www.youtube.com/watch?v=uOeIG_WDesw
👉See our Academy Channel: https://goo.gl/vB9zoP
Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:
Love the content? Become a sustaining member for $5/mo today.
Essential Reading for Creative Professionals: http://bit.ly/2UtftOb
Essential Design Books: http://bit.ly/2UtftOb
Kits & Proposals:
Visit our website:
Mandarin (Chinese) Subtitles on UiiUii
We love getting your letters. Send it here:
c/o Chris Do
1702 Olympic Blvd.
Santa Monica, CA 90404
OUR AFFILIATE LINKS
Retro Supply Co.: http://bit.ly/2GW8gzR
Creative Market: https://goo.gl/g4jlTE
Design Cuts: http://bit.ly/2GSsAR3
Epidemic Sound: https://bit.ly/2T647tR
Bring Your Own Laptop Tutorials: byol.me/thefutur
By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.
🎙 Futur Podcast: https://thefutur.com/podcast/
✍️ Futur Blog: https://thefutur.com/blog/
Jose Caballer: http://bit.ly/josecaballerTwitter
Chris Do: http://bit.ly/theChrisDoTwitter
Purchase a CORE Kit: http://bit.ly/myskooltools
*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.
+The Futur For reals, I can tell the practiced hand. I'm an artist. Your taste is worth 20,000 a logo. My jaw literally dropped watching the video, I wasn't expecting much but when I saw your rough sketch of the logo, well, it was like love at first sight. :)
Jose might be a great designer, but he shouldn't have drunk all that coffee before the conference, I swear the god I was thinking that's it I'm gonna close the video, but Do/ Master Do kept taking me back
It's cool but kinda cramped. How about if 1984 was spaced out; 19 on the extreme left, the logo in the middle, then 84 on the right? The figures 19 and 84 would be significantly smaller than the logo overall. Humble suggestion.
I noticed Chris not working with stylescapes but rather narrowing the brand attributes down to two keywords. When do you choose to work with stylescapes and when with keywords? Can you use them both in the same process?
Very important video with the explanation of concepts, José needs to restrain a little bit his enthusiasm, because he becomes annoying, just constructive criticism. Thank you very much for the video and the concepts.
I always find these vids really useful, but here there is something critical missing at the keyword definition stage that is vital to informing the design development. And that is customer and target marketing interviews. If the brand is what the customer says it is, then customer and target market interviews are key in helping formulate a design strategy. Perhaps this is something that could be covered in more detail? Thanks
Hey Catherine, maybe checking out our Youtube channel might help you out a bit. We make videos on how to brand your business and just gives people an overall understanding of the word. Feel free to check it out if you get a spare sec. Have a great day, Scott
@jose caballer made d show really interesting as he kept talking... It wasn't a dull moment for me... By the time he was talking he made me see something's clearly most especially from when he said "in the beginning was the Word"... Jose really filled d gap for Chris and a great show because he showed he wanted to learn and also asked questions so many people might have asked since they were both on stage... It wasn't easy man... And if u think it is get urself d resources and see how you do... Jose well-done boss... And Chris do thanks for designing... Lol... And this is my first time seeing Chris do laugh like this.. Buh I noticed (maybe its just me) he's always serious... Lol... Nice show guys and great work... Love from NIGERIA
This was the first video I checked from TheFutur guys. And I also thought Jose was interrupting a lot.. but since then I’ve watched almost all their amazing videos and I’ve come to understand their relationship a bit better and now I have a different perspective on that pre-judgement, so so Jose trolls on here he’s absolutely brilliant. They both are, so just dig a little deeper. Much love for this show.!!
@chris do, seriously you are so awesome. Making things understand so fast. But, I think, that guy is spoiling the mood of viewers by unnecessary talks. The video is super informative and useful. Love it, Chris. Thanks a ton again.
I always take something away from you guys. As a Production Designer I have a process that looks a lot alike this, bigger moodboards and a lot more concepting, but getting those words together in the beginning is KEY to all else, I call it the PREMISE though, and instead of asking the client, you can analyse the premise straight out of the script. Cool as always, I totally agree with Chris, the more analytical and precise you can get with the client, the better and more surprises.
I love your video's guys, this was just waaaay too unprofessional. I mean this should be "educational", can't focus with the teacher interrupting and "joking" all the time -.- highly annoying vid, sorry. Will just continue through your vlog...
Hi! Amazing, inspiring video and I love the new logo! I would be happy if you could share with us also something more from your experience: what you would answer to a client that says to you
"Yes. Ok. The new logo looks good, but it is totally different than the first one. How will my clients recognize me?"
Thanks in advance!
Completely agree, very inspiring video. Maybe if you get a sec, check out our Youtube channel where we provide content on developing brands and growing businesses. This may be some help to you. Have a great day, Scott
I know this is a 3-year old video, but I still have some thoughts. The first part of the video is thought-provoking and interesting. Then comes the actual logo-design, which seems... lackluster.
The idea behind it, where keywords get distilled into there core (refined rustic) is so smart. But then it goes straight into a trendy logo, without considering any other options. Incorporating a fish is a no-go because... reasons? It has to be in a circle, and it has to look like all the other logos designers are pumping out on dribbble. The finished product is honestly B-grade. The lettering is sloppy (spacing, lineweight, letterforms... the specialist they hired is not very good), overall composition is cluttered with a lot of eye-dirt and not the separate elements within the logo don't speak to each other as much as they could. Not a 'my 4-year old could do it' kind of deal, but just not impressive.
So, again, I found parts of this video interesting and thought-provoking but it left me feeling weird when that mediocre logo was the end result.
This is great and very informative, but for me it would have worked perfectly without the joke interruptions, just Chris Do presenting it. I find the off-topic comments kind of get in the way of fully enjoying this.
Thanks for sharing your knowledge. I learnt a lot and continue learning all the time with The Futur. However I did find the host VERY ANNOYING when trying to listen to the valuable information Chris Do is sharing. Geez he just makes you want to punch him if every time he speaks - he just won't shut up! He is trying to hard to be funny - epic fail.
great show for sure but yes, need to work a bit on the talking part, not overlapping each other so much or it gets a bit too loud, very informative tho...love it, Chris is very eloquent and Jose likes to chat and entertain, its all good lol but need to find a way to balance that's all ...i actually would love to see you do more questions and answers so there is a space for one to talk and the other so listen kinda thing, i am just so grateful that i can learn a different perspective from you guys so thank you for taking the time to teach us something new. Keep up the amazing work. You guys are great!!!
Is it possible to reshoot this video without Jose? It's such great information that I'd love to share with my design students, but it's difficult to follow with so many interruptions. Same content… updated video? PLEASE!
URBAN NATION MUSEUM FOR URBAN CONTEMPORARY ART is an international institution for art, creative projects and social exchange. Since September 2017 URBAN NATION shows under the leitmotif "Connect. Create. Care." that the house is far more than a museum.
Museum Opening hours Tuesday-Sunday: 10.00-18.00 Free admission.
Adress Bülowstraße 7, 10783 Berlin, Germany Contact [email protected] Follow Us.
IN THE STUDIO WITH … HAYLEY.
British born artist Hayley Welsh, has established herself as one of the newest creatives in the Western Australian art scene. There is something quite fantastical and a little bit dark lurking in Hayley’s work. Her latest work of art was created for the URBAN NATION and kicks off “The Monster Project”. We took the chance
Live @ the museum III – “Home” by Icy & Sot.
With her work made live in the URBAN NATION Museum, the artist duo once again draws attention to the fate of refugees and addresses the yearning for a home. Born in Iran, the artist duo Icy & Sot is known for addressing current political debates about war, peace, hope, despair and above all human rights […]
Three New Community Walls in June by Frz, Nafir & Xamoosh.
In addition to the two artists behind Icy & Sot, three other street artists from Iran will visit Berlin at the end of June and design one of our communiy walls on Bülowstraße. The three Iranians Frz, Nafir and Xamoosh are an integral part of the Iranian street art community. In their works, they address […]
Retrospective – SCOPE Art Show x URBAN NATION Museum.