Branding

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.

Featured Articles

Low and No Alcohol Drinks are Serving Up Some of the Best Label Design Right Now

Who needs booze when you've got these bottles?

The Pandemic Brought Back QR Codes—and They’re Not Going Away Anytime Soon

Designers are thinking of new uses for an old technology.

As Social Media Reshapes Branding, Retail Stores Become More Like Sponsored Content

Brands today are concerned with content as much as commerce, both online and off.

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Joe Biden’s Branding Was Both Traditional and Trippy, and It Looks Like the Future of Politics

The evolution of Biden's visual language is a glimpse of where political branding is heading.

Amid COVID-19 Restrictions, Restaurant Branding Extends Beyond the Dining Room

Restaurants switching to delivery and takeaway are relying on design collateral to stay top-of-mind.

High-design Healthcare Is Getting the Millennial Branding Treatment

As healthcare becomes more customer-centric, so does its branding.

AIGA Eye on Design

Read about branding in our curated collection of articles.

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Featured Talks

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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.

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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.

Keira Alexandra at the 2016 Design Conference

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Change It, Don't Change It

Keira Alexandra debuted Work-Order’s redesign of Kodak’s iconic logo at the 2016 Design Conference. Sometimes it’s not a logo redesign, she says, but a brand reset.

Debbie Millman at the 2019 Design Conference

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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.

Paula Scher at the 2016 Design Conference

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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.

Kainaz Amaria and Ced Funches at the 2016 Design Conference

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Storytelling and Brand Identity

Kainaz Amaria and Cedrick Funches use storytelling to influence brand identity and vice versa. This designer and photojournalist team share how they are helping Vox build smarter brands, uncovering their secrets from the process.

Branding Talks

View past AIGA event presentations.

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Branding

Featured Articles

Low and No Alcohol Drinks are Serving Up Some of the Best Label Design Right Now

The Pandemic Brought Back QR Codes—and They’re Not Going Away Anytime Soon

As Social Media Reshapes Branding, Retail Stores Become More Like Sponsored Content

Joe Biden’s Branding Was Both Traditional and Trippy, and It Looks Like the Future of Politics

Amid COVID-19 Restrictions, Restaurant Branding Extends Beyond the Dining Room

High-design Healthcare Is Getting the Millennial Branding Treatment

AIGA Eye on Design

Featured Talks

Rebranding King Arthur

The 2017 MTV Music Video Awards

Change It, Don't Change It

The Complete History of Branding in 20 Minutes

Life Lessons From the Field

Storytelling and Brand Identity

Branding Talks

Recommended Reading

Designing Brand Identity: An Essential Guide for the Whole Branding Team

The Brand Gap

Brand Thinking and Other Noble Pursuits

Branding: In Five and a Half Steps

Identity Designed: The Definitive Guide to Visual Branding

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