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IDENTITY DESIGN: BRANDING

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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. 👉Subscribe: https://goo.gl/F2AEbk Annotations -- 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 26:45 Summary Media Drop -- 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 _________________________________________________ 👉Subscribe: https://goo.gl/F2AEbk 👉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: https://goo.gl/bRt5qd — Love the content? Become a sustaining member for $5/mo today. https://goo.gl/nwekfL BOOKLIST – Essential Reading for Creative Professionals: http://bit.ly/2UtftOb Essential Design Books: http://bit.ly/2UtftOb Kits & Proposals: https://goo.gl/mSjuWQ Visit our website: https://www.thefutur.com FREE resources: https://goo.gl/Qh6gHr Mandarin (Chinese) Subtitles on UiiUii https://uiiiuiii.com/?s=the+futur — We love getting your letters. Send it here: The Futur c/o Chris Do 1702 Olympic Blvd. Santa Monica, CA 90404 USA — OUR AFFILIATE LINKS Webflow: http://bit.ly/2EbET9l Retro Supply Co.: http://bit.ly/2GW8gzR Skillshare: https://goo.gl/YCo2uT Amazon: http://bit.ly/thefuturishere 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.
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Text Comments (817)
Jeremy Bermender (1 day ago)
Are these slides available to download?
The Futur (19 hours ago)
I can make them available to sustaining members.
lada shama (1 day ago)
very informative!thank you~
Diane Silva (14 days ago)
This video is great at 1.25 playback speed
Martin Šulák (14 days ago)
Great video thank you. But that Jose guys is so annoying.
The Futur (13 days ago)
But we love him anyways.
nouf bawazir (21 days ago)
2019 ! and I am learning A LOT ! Thanks Chris and Jose .. I am learning and consuming a lot of your content
UXSpecialist (22 days ago)
I loved his original sketched version before he hired the typography guy. He is so skillful and such good taste, I was actually blown away. . .
UXSpecialist (21 days ago)
+The Futur I knew it! It shows, like a trained ninja with a katana, it lends your designs great refinement and an aesthetic balance and beauty that otherwise would be unobtainable imo.
The Futur (22 days ago)
Thank you. I do love to draw.
UXSpecialist (22 days ago)
+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. :)
The Futur (22 days ago)
thanks. Appreciate it
Jack Jill (23 days ago)
Your ads will stop me from subscribing.
The Futur (22 days ago)
Aww. That’s too bad.
Vale RS (24 days ago)
Hi, great video, but could you insert subtitles? Maybe different languages?
Mohannad alkhateeb (1 month ago)
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
The Futur (1 month ago)
I’ll pull you in with the info.
Stephen Peel (1 month ago)
Looks like lots of information I need, but can’t get passed to “comedian” really annoying and unfunny.
The Futur (1 month ago)
Sorry
LV4RVR (1 month ago)
in an alternate reality chris turns to jose and goes "dude will you please shut the fuck up and let me do my job.." ... and the crowd roars
LV4RVR (1 month ago)
chris you have tremendous patience.. bravo
Chelsie W (1 month ago)
im not sure what all these complaints are about. just take it in and learn what you need to! these are FREE RESOURCES. stop complaining we are a design tribe :)
Robert Ramos (1 month ago)
Jose made this entertaining , not only the demo with chris was great but jose really had me cracking up . reminds me to just have fun while being focused
Romina Peniche (1 month ago)
I love all your information Chris but the guy next to you is very annoying.
The Futur (1 month ago)
He’s not on the show anymore.
Diana H (1 month ago)
Love it, very cool design
izzy cheeks88 (1 month ago)
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.
Jennifer (1 month ago)
The guy on the left was so annoying and made it hard to learn anything
The Melting Pot (1 month ago)
Check out this FB group all about manufacturing your product in China...the right way. Join the discussion! https://www.facebook.com/groups/1646551398953191/
Lua Marinho (1 month ago)
This video is gold.
Studio Breen (1 month ago)
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?
fuck that left guy he is super irrelevant and goofy the asian guy is a goat tho
cammy cam (1 month ago)
Dudes got ADHD and taken a huge line of coke
The Futur (1 month ago)
Haha. He does. And didn’t.
Evanghelos Valassidis (1 month ago)
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.
Rae The freelancer (1 month ago)
I like this video even tho jose was lowkey annoying
Rae The freelancer (1 month ago)
+The Futur besides that ive learnt alot from you in this short time.... i wonder why i never discovered you earlier
The Futur (1 month ago)
Haha. He was. But we love him.
Hendrick Putra (2 months ago)
I love the video but jose very disturbing
elow (2 months ago)
Actually, I'd say thank you to @Jose Caballer fo filling in if not, there would have too many silent times so he creatively filled in with what others see as ranting. Great Video.
jonathan johnson (2 months ago)
Logo 👏🔥.
Munkhtuvshin Tumur-Ochir (2 months ago)
That guy next to him is one annoying twat
Bunny Bailoses (2 months ago)
This is such a find! It's motivating and definitely informative! 2019 and still learning from your videos! Thank you to everyone who worked hard to share something so valuable for creatives!🙌🏻🙌🏻🙌🏻
Ullas Ghosh (2 months ago)
Jose needs to stop interrupting with the unfunny remarks and just let the other guy get on with what he's talking about.
Catherine Booker (2 months ago)
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
Clementine House TV (2 months ago)
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
Jhania Lantan (2 months ago)
I can tell Jose was that annoying guy in class that was constantly interrupting the teacher.
The Futur (2 months ago)
Haha. He might have been.
Pdrew (2 months ago)
The old fish logo looked way better The new one is very modern but loses all meaning
murrrmur (2 months ago)
The other guy needs to step back. I don’t mind two people but learn to let each other finish a god damn point.
Aenz Vue (3 months ago)
Ole’s looks like He’s after a while.
DJ STOEK (3 months ago)
I love your channel
The Futur (3 months ago)
love you too Alex.
Tala Mendoza (3 months ago)
Criss guy so cute and voice so hot. Hard to concentrate 😳😳
The Futur (3 months ago)
☺️😂
Rhodenhizer Simotwo (3 months ago)
Just imagine the greatness of this video if the host had just kept his quiet...Very informative.
Selmo (3 months ago)
cant finish this coz of the annoying guy on the left
The Futur (3 months ago)
sorry
Bikiron Bora (3 months ago)
watching this in 2019 still feels fresh.
Apiyada Hirio (3 months ago)
the other guy is so annoying
The Futur (3 months ago)
But he’s lovable.
Sarkast (3 months ago)
One is trying to teach something the other likes hearing himself talking and fooling around. One should talk 5/4 of the time the other 1/4. Who's who - you decide!
Pedro Andrade (3 months ago)
Tenth time that I'm watching the Ole's branding & web case study playlist, and every time I learned something different. Thanks Chris!
The Futur (3 months ago)
Awesome!!
Oliver Parry (3 months ago)
i couldnt watch because of the bad sound quality
Stephen Abiodun Akiogbe (3 months ago)
Great show, I love the "PRACTICAL TOUR", that show its more than talk, you know what youre doing. Thank you
Subtitle Subty (3 months ago)
@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
Iuri Colussi (3 months ago)
really nice video, but the explanation is interrupted by the other at all times, so it kind loses the sequence of thought, and when you wanna hear the explanation, is interrupted again.
The Futur (3 months ago)
Sorry about that.
wu yifei (3 months ago)
I have to say that 左边这个大哥有点烦
wu yifei (3 months ago)
Chris is great
Don Sy (4 months ago)
The guy in the left is annoying as hell.
Justin Jordan (4 months ago)
That video gave me so much anxiety. One person talking at a time please... my god!
Liu Tony (4 months ago)
hi, I want to develop specialization and a portfolio around branding by taking courses online and offline. Do you think I should learn web and ui/ux design? Thank you
Sehban Ali Akbar (4 months ago)
Damn we miss Jose now :(
Marj Jade (4 months ago)
Great job guys I also learnt how to hire if the budget allows :)
Marj Jade (4 months ago)
Super awesome I am going to try this process for my identity designs :)
Suxin Lai (4 months ago)
Great video. I do learn a a lot.
Lucas Walker (4 months ago)
Hey guy on the left, could you please let the guy on the right talk.
Nubia Aba (4 months ago)
...
dalevanmail (4 months ago)
Jose needs to STFU. Dude’s trying way too hard to be funny for the camera.
SELETINEtv (4 months ago)
I like how he came up with the Refined Rustic feel. Will definitely use that tactic. Good video guys.
Switchtrees (5 months ago)
We wish the host could talk less. He is rather distracting.
Thomas Herman (5 months ago)
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.!!
Rodric King (5 months ago)
OMG - This dude on the left is distracting in a bad way. He is not taking this serious. Is he drunk? Please give me an excuse to be acting this way. NOT COOL.
James Chanbonpin (5 months ago)
Great, thorough video.
Emil Čupić (5 months ago)
I love the process behind this, but imo the final output is just way way too generic and dull
Manuel Yanez (5 months ago)
I'm sorry I stopped watching this about halfway because of the additional comments.
Shreeram VT (5 months ago)
@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.
The Futur (5 months ago)
Thank you.
Claus Øeland (5 months ago)
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.
tre alexander (5 months ago)
to anyone watching this 2018-2019....I believe they do have a typography course now
The Futur (5 months ago)
We do. Check out the academy.thefutur.com
Michelle Zareas (5 months ago)
Love the way you distilled down the process, this great! Thank you for sharing. 🙌😍🙏
zachabstract (6 months ago)
Unfortunately I had to stop watching due to Jose's irrelevant and obnoxious interruptions :/ From what I saw, the content looked really informative. I just wish I could mute Jose.
zachabstract (6 months ago)
That'd be awesome! I know i'd get so much more out of the video.+The Futur
The Futur (6 months ago)
maybe I can rerecord this without him?
Ying Chu (6 months ago)
鬍子哥好煩你可以閉嘴嗎
Im Home (6 months ago)
Great example! So helpful. Thanks!
Roui Francisco (6 months ago)
stop side-stepping!
Ognjen Rankovic (6 months ago)
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...
The Futur (6 months ago)
I tried to get Jose not to interrupt so much at the time, but he can't be controlled. :)
Ognjen Rankovic (6 months ago)
+The Futur not a prob at all, just wanted to point it out. and I agree you improved over time;)
The Futur (6 months ago)
sorry buddy. this was an old video.
Isaac Sanders (6 months ago)
You guys are playing around too much!
sherlockinsomniac (6 months ago)
God that other guy is so annoying
Pureffejness (7 months ago)
I'm sorry but I have to click away from this video. Can't seem to focus with all the interruptions from Jose. Would have been a great tutorial
Jeffrey Tay (4 days ago)
Yes, may be reduce the speaking Jose and non related comments. Replace it with some light music; that way we can concentrate on the tutorial better.
Laura Ballesteros (5 months ago)
Same here, it's a shame.
Fabian Schlott (7 months ago)
Hey guys! Lots of appreciation!! THX. One short question: How long does the process take from nothing to the point you start designig the actual deliverables?
Fabian Schlott (7 months ago)
​+The Futur Sure! But that would have also been my guess. Thak you!
The Futur (7 months ago)
It depends on how quickly clients approve each stage. But it could take 4-8 weeks.
Niall Warde (7 months ago)
The other guy needs to STFU. You're not funny!
MrRuidiaz (7 months ago)
Yes
Estevan Candel (7 months ago)
Is the other guy drunk or something? So awkward...
The Futur (7 months ago)
Lol. No. That’s his normal state.
Julian Ospina (7 months ago)
Let Chris talk.... very rude and immature man
blue berry (7 months ago)
ty
Sorubro (7 months ago)
This video needs a remake, without jose
Chr G (7 months ago)
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!
Clementine House TV (2 months ago)
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
Jake Digital Art (7 months ago)
This is treasure!
The Futur (7 months ago)
Thank you.
Matthijs Herzberg (7 months ago)
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.
Tanya S. (8 months ago)
GOTCHA = take a shot.
Maria Giannakopoulou (8 months ago)
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.
Hazel (8 months ago)
God, the guy is literally stopping me to watch it.... I wanna keep watching it, Chrissssss!!!!!!!!!!!!!!!!!!!
Tariq Jacobs (8 months ago)
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.
The Futur (8 months ago)
thanks Tariq. please realize, though it might not have been ideal, we were still figuring out our roles in the early days.
Raymund Inajada (8 months ago)
Does anyone know what font is used at the part when it says "FOR A MOMENT HE'S A KID AGAIN" ( 26:32 ) , would greatly help!
Ragland Thomas (8 months ago)
Host can u please shut your mouth for a while?
Adriana Matilde (8 months ago)
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!!!
The Futur (8 months ago)
Thank you
ocubex (8 months ago)
"The 70's called..." that really cracked me up.
Miel Baroque 1 (8 months ago)
Next workshop for that Jose guy should be: "How not to interrupt people every 5 seconds"
The Futur (8 months ago)
Lol
Martin (9 months ago)
Chris, thanks for sharing, need this a lot.
Erica Go (9 months ago)
This would have been a very informative and amazing video had it been kept professional. Hopefully, there will be less side comments and the like in the videos to come :) many thanks!
The Futur (9 months ago)
yeah. check out something from us in the last 2 years.
jason jones (9 months ago)
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!
jason jones (9 months ago)
The Futur THANK YOU! Yes, same exact deck would be awesome!
The Futur (9 months ago)
Jason. maybe we need to do that. I have to dig up this deck. let me see what can be done here.

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