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Jul 21, 2010
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IGOTD
AlmostGenius
IDEA 2010
Branding
Wanted
People Design previews their new book, and some of
best strategies they know for creating memorable
branding.
Six Tips For Designing a Memorable Brand
You mus
When clients call on Yang Kim and Kevin Budelmann, principals of branding firmPeople Design in Grand Rapids, Michigan, they usually ask for a new logo. But the
logo is just the tip of the iceberg, Budelmann says. Usually, what they really want is a
redesigned brand.
Kim and Budelmann should know. Since leaving design jobs at Herman Miller 12 years
ago, the pair has steadily made a name for themselves with clients such as Steelcase,
Whirlpool and ArtPrize. And they've just summed up their learnings inBrand Identity
Essentials.
You never see a logo by itself, Kim says. Instead, she says its usually part of an
overall brand that when well-executed takes into account everything from self- and
outward perception to media landscape. For their new book, Kim and Budelmann
culled their top 100 picks from 3,000 submissions of recent work around the world.
Its definitely our point of view, Kim adds. But with so many design books taking up
shelf space these days--either design for designers or design-thinking for business
types--Kim and Budelmann hopes theirs bridges that gap between the two camps and
is accessible to both.
Here's six lessons drawn from their book:
1. Know Your Customer
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WordWorld by Siegel + Gale
So many companies strike out because they dont do their homework. WorldWorldfigured out their audience is young kids and kept that in mind with everything they
rolled out, including relatable characters and bright colors. They also watched kids
interact with the goods, to see what appealed.
2. Logo Flexibility
Kapulica Studio by Bunch
Can you have a constant logo that is still recognizable but also for its variety? Absolute
Vodka perhaps? And also, Kapulica Studio. The K is constant but the treatment of it
ranges form rigid to flexible - making variety also part of its graphic identity.
3. Wit
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The Mob Museum, Wall-to-Wall Studios
The authors say this submission is funny, appropriate and cool. By using humor and
wit, the identity program puts the customer in the know. And making the visitor feel in
on a joke heightens the experience for them.
4. Story
Chokolate by Bunch
Its not such a stretch that a talent agency named Chokolate would play up their
similarity to the word chocolate, but here, Bunch created an entire system of collateral
that riffs on the idea. For example, business cards are wrapped in foil, leaving
something memorable after chance encounters.
5. Cultural Symbols*
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M THE EDITOR
me to Fast Company's
sign, where business and design. Every day this website will
ase the people, products and
ts that are roiling the design
. Controversies will be front and
here, alongside great designers
ill speak their minds in blog
nd comments. We'll be on the
d at the big design events of the
nd major product launches
ad more
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Here, Kim and Budelmann selected marks that draw on cultural symbols to make their
points. For example, familiar gaming and computer icons are starting points for the
Game Investors, Omidyar Network, and DocDitto logos. Legal copyright and
trademark symbols help define marks for Reloaded and C Plus.
6. An Aesthetic Niche
Gourmet Settings by Hahn Smith Design
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