Complete guide to advertising: Keys to learning about advertisements

A comprehensive compilation of digital advertising. Learn everything you need to know about advertising, advertising campaigns and social media ads, with deep reflections, case studies, bibliographic references, enriching discussions, and practical recommendations.

Luciano Cassisi How to Choose the Right Type for Your Logo Understanding the strengths, limitations, and characteristics of brand mark types helps determine which one—or ones—best fit each logo design project.

Luciano Cassisi What is a Logotype and What is a Logo Are “logo” and “logotype” the same thing? Where did these words come from, and what do they refer to today?

Norberto Chaves Typological Thinking in Logo Design A key requirement for effectively evaluating and creating logos and brand marks.

Luciano Cassisi Product Logos: How to Analyze and Design Them Keys to analyzing and designing logos for supermarket packaging.

Norberto Chaves Corporate Brand: Selling a Design or Transfering a Resource? The advantage of agreeing with the client the sectorial diagnostic and the typological selection before proceeding to the brand's design.

Fernando Del Vecchio Some Ideas are Too Big We all have ideas. Some have great ideas. What is the difference between an idea and a big idea?

Norberto Chaves The Casting Session Commercial spot for a brand campaign.

Norberto Chaves Design and Message Credibility Communicates' design as a mean to the conquest of plausibility: sender and referent transparency.

Norberto Chaves Every Logo Should Be… Twelve supposedly «universal» rules in brand identity design.

Norberto Chaves With or Without a Graphic Symbol A brand choice conditioned by the profile of the organization and its communication.

Pau De Riba Invisible Design After the “premium” stage where design acts as quality mark, good design should become a “commodity”, a component of the welfare society we take for granted.

Norberto Chaves The Equal and the Different To provide a real basis for the idea of “originality”.

Norberto Chaves Don't Mess with My Design! The interprofessional critique taboo: insecurity, paranoia and corporatism refuge.

Joan Costa Birth and Evolution of the Brand in 7 Steps The commercial brand was born 3500 years ago.First it was a sign, then a meaning, later a TV story in 30 seconds. Today, it is a complex social and transmedial phenomenon.

Norberto Chaves A “Graphic Houdini” The combined role of programmatic restrictions and creativity in the accomplishment of message effectiveness.

Sebastian Guerrini How to Design Political Campaigns A recommended structure for designing a political campaign.

Luis Llabrés Typeface is Now Considered as Intelectual Property For the very first time, after 10 years of a long legal process, an originally created alphabet is considered «protectable artistic work» by the Intelectual Property Law in Spain

Fernando Del Vecchio And Where are the Opportunities? Somebody has a problem and somebody has the answer to that problem, but... ¿How can we do to meet this couple?

Raúl Belluccia And, How My Client's Brand is Doing? To diagnose the “health state” of a client's brand is essential to tackle it's effective redesign.

Fernando Del Vecchio The Challenge of Communicating Value A question to which creative entrepreneurs have no answer to: the value of their proposal.

Nathaly Pinto The Critical Designer and Material Culture Working unreflectively and predominantly for neutral or anti-social programs perpetuates a society characterized by inequalities.

Fernando Del Vecchio A Passion for Design Who doesn't want to feel passion for what he or she likes, and loves?

Julio Broca The Image as Idea, Graphic, and Message What is an image? How is it conceived? How is it part of a message?

Jorge Del Toro What Does My Design Communicate? Bad communication is a problem that we experience every day. Design plays an important role in communication and should be congruent.

Eric Barajas (Snok Daffy) Designing for Restaurants If you ever have the fortune of working for a restaurant, you will have to think in a different way.

Pablo Bertero Creative Myopia The lack of strategic thinking in design and creativity proposals leads indirectly to the standardization of creative results.

Juanjo Junoy To Think, Feel and Do: Three Clues to Perception Understanding how our perception works and how it affects us is the clue to produce really effective messages, not just award-winning ones.

Victor Garcia Kusi Kusi: Identity as a (regrettable) ‘State affair’ A recognized puppet theater from Lima, multi-award winning internationally, active for half a century, is claiming against Channel 7 TV Perust for usurping their brand.

Marco Rinaldi Management vs. Leadership We don't need to manage the present but we should lead the future.

Fernando Del Vecchio About Effectiveness Being efficacious entails doing the right things; being efficient, doing them correctly. Being effective means being efficacious and efficient.

Carla Santana Posada Beyond La Catrina A century since his death, José Guadalupe Posada left a wide heritage, not only engravings and skull, but he was a pioneer of editorial and graphic design in México.

Sebastian Guerrini I Am a Designer Anthropologist My job, designing brands for clients with global reach, involves a different approach from that of a traditional designer.

Silvina Rodriguez Picaro Finding Your Perfect Brand Name Every company needs names for their business, for their products, for their services, for their procedures, and even for their mascots (if they have them)!

Camilo A. Angulo Green Models in Classroom Design teachers must spread pedagogical processes for a green world to reduce the impact of our academic exercises on the local environment.

Hector Bruguera Being a New Rockstar of Design Can future designers create a sustainable personal image on any scenario that the market might present?

Guillermo Dufranc Strategy and Creativity are Part of Design Though it sounds quite obvious, to start any design process it is necessary analysis and strategic thinking.

David Gallo Planned Obsolescence Design should no longer respond to market interests anymore, but to the human needs that as a global community we have created as time goes by.

Adrián Pierini Packaging and the World Cup Packaging desing specialty revolutionizes during mega sport events.

Cecilia Salinas Paul Ricoeur and creative search The origin of the creative act from a philosopher's perspective.

Mario Aleman A Digital Ecosystem for the New Generations Our current ecosystem is Web 2.0, interactive publicity and online marketing.

Vanessa Lerner Do We Really Know What a Graphic Brand Conveys? If we really know the meaning of a graphic brand, will we be closer to know what is probably being created in the public's mind?

Verónica Orso A Creative Methodology for Creative People Lego© Serious Play is a worldwide astounding methodology. It puts high executives and their employees together to find solutions for their companies. And this is done by playing...