six tips for designing a me

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Jul 21, 2010

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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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ips For Designing a Memorable Brand | Co.Design http://www.fastcodesign.com/1661946/six-ways-to-a-stand-

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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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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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six tips for designing a me

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