Articles on Branding

Thoughts, case studies, book reviews, debates and tips on Branding, written by prominent authors and carefully edited by FOROALFA.

Main illustration of the article Logo Functions
Author:
Luciano Cassisi
Title:
Logo Functions
Synopsis:
Not all logos are used for the same purposes. Knowing in detail the functions that they must fulfill, is essential to design them well.
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Portrait of Erik Spiekermann
Author:
Erik Spiekermann
Title:
Logos to Go
Synopsis:
Corporate identity design is changing. There are designers for whom quantity matters more than quality.
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Portrait of Guillermo Dufranc
Author:
Guillermo Dufranc
Title:
Minimalist Packaging
Synopsis:
Minimalism requires to decide on what is really necessary from what is not.
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Main illustration of the article Finding Your Perfect Brand Name
Author:
Silvina Rodriguez Picaro
Title:
Finding Your Perfect Brand Name
Synopsis:
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)!
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Portrait of Guillermo Dufranc
Author:
Guillermo Dufranc
Title:
Healthy Food has Changed Packaging Design
Synopsis:
Since nutritional information became important and popular concern about it grew dramatically, many food brands have foreseen this as an opportunity to build their identity.
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Design and message credibility
Synopsis:
Communicates' design as a mean to the conquest of plausibility: sender and referent transparency.
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Don't Mess with My Design!
Synopsis:
The interprofessional critique taboo: insecurity, paranoia and corporatism refuge.
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Corporate Brand: Selling a Design or Transfering a Resource?
Synopsis:
The advantage of agreeing with the client the sectorial diagnostic and the typological selection before proceeding to the brand's design.
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Every trademark must be...
Synopsis:
Twelve supposedly «universal» rules in designing trademarks.
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Portrait of Jorge Del Toro
Author:
Jorge Del Toro
Title:
What Does My Design Communicate?
Synopsis:
Bad communication is a problem that we experience every day. Design plays an important role in communication and should be congruent.
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Portrait of Joan Costa
Author:
Joan Costa
Title:
Birth and Evolution of the Brand in 7 Steps
Synopsis:
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.
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Portrait of Daniela Del Pino
Author:
Daniela Del Pino
Title:
Branding types
Synopsis:
Branding is connected with brand image, positioning and reputation. It is the result of an endless list of marketing and design strategies.
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Main illustration of the article Some ideas are too big
Author:
Fernando Del Vecchio
Title:
Some ideas are too big
Synopsis:
We all have ideas. Some have great ideas. What is the difference between an idea and a big idea?
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
A “graphic Houdini”
Synopsis:
The combined role of programmatic restrictions and creativity in the accomplishment of message effectiveness.
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Portrait of Sebastian Guerrini
Author:
Sebastian Guerrini
Title:
I am designer anthropologist
Synopsis:
My job, to design brands for clients who have an international projection, led me to do a different activity from the one of the traditional designer.
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Portrait of Fernando Del Vecchio
Author:
Fernando Del Vecchio
Title:
A passion for design
Synopsis:
Who doesn't want to feel passion for what he or she likes, and loves?
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Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
With or Without a Logo-Symbol
Synopsis:
A brand choice conditioned by the profile of the organization and its communication.
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Portrait of Guillermo Dufranc
Author:
Guillermo Dufranc
Title:
Strategy and Creativity are Part of Design
Synopsis:
Though it sounds quite obvious, to start any design process it is necessary analysis and strategic thinking.
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Portrait of Leonardo Correa
Author:
Leonardo Correa
Title:
Web and Graphic Design for Posterity
Synopsis:
Lots of clients ask us for «modern» designs. How healthy is it for the client's wallet, or our own, to follow imposed trends?
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Main illustration of the article The Vignelli Canon, a Tribute
Author:
Mario Balcázar
Title:
The Vignelli Canon, a Tribute
Synopsis:
Though we can learn from many designers, few have left us a legacy more clear and visible.
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