Branding authentically reflects how a business or organization wants to be perceived by people. Brand is expressed through a graphic identity system, but also includes the products and services the organization offers and the quality and value of relationships it establishes with people over time.
Rebranding King Arthur
Since its start in 1790, King Arthur has evolved from America’s first flour company to the leading baking resource, providing bakers with hundreds of ingredients, baking mixes and tools, and an amazing library of free recipes and resources. The company, now a certified B Corp and 100% employee-owned, is beloved by its loyal following, but there are still many who are unfamiliar with the brand. The timing was right to update the name and logo to better reflect who they really are: a company of bakers who believe in the power of baking.
The 2017 MTV Music Video Awards
For more than 30 years, the VMAs have produced some of TVs most memorable moments. Think Madonna and the wedding dress, Kanye vs Taylor Swift, Miley and the foam finger. In 2017, the VMAs featured a new identity system that brought MTV fully into its DNA. In this presentation, Bobby C. Martin Jr. and Thomas Berger share insight to their agency / in-house collaboration and the hard work it takes to ensure every property in a brand family benefits from the shine of a great party.
The Complete History of Branding in 20 Minutes
For 20 years, Debbie was the President of Sterling Brands, one of the world’s leading branding consultancies. She arrived there in 1995 when the company was two years old and had 15 employees in one office. Under her leadership, Sterling grew to 150 employees in five offices and she was instrumental in the firm’s acquisition by Omnicom in 2008. Omnicom is one of the world’s largest holding companies. While their she worked on the logo and brand identity for Burger King, Hershey’s, Haagen Dazs, Tropicana, Star Wars, and the No More movement.
Life Lessons From the Field
Pentagram principal Paula Scher has designed for MOMA, the Met, the High Line, The Public Theater, and many, many more. Watch as she shares her insights on how to grow, change, sustain, fail, reinvent, and still love making things in an ever-evolving design profession and society that, in some regards, hasn’t changed much at all.
View past AIGA event presentations.
Designing Brand Identity: An Essential Guide for the Whole Branding Team
By Alina Wheeler
The Brand Gap
By Marty Neumeier
Brand Thinking and Other Noble Pursuits
By Debbie Millman
Branding: In Five and a Half Steps
By Michael Johnson
Identity Designed: The Definitive Guide to Visual Branding
By David Airey
use graphic design to sell things, explain things, make things look better, make people laugh, make people cry, and (every once in a while) change the world
By Michael Bierut