Complete guide to branding: Keys to learning about brand identity

A comprehensive compilation of corporate branding. Learn everything you need to know about branding, branding agencies and rebranding, 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.

Luciano Cassisi Logo Functions Not all brands are used for the same purposes. Knowing in detail the functions that they must fulfill, is essential to design them well.

Guillermo Dufranc Healthy Food has Changed Packaging Design 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.

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 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.

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 What graphic design awards can't see This article analyzes the lack of information available to the design awards jury, and how that compromises their ability to actually evaluate the value of a project.

Norberto Chaves Verbal/Non Verbal as an Identifying Polarity The typological role in identity reference.

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.

Guillermo Dufranc The Power of Beauty in Packaging Design Design's aesthetic quality increases value for products and brands, making them more desirable.

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

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.

Milton Glaser Ambiguity & Truth “Make it clear.” This fundamental assumption of communication would seem to be an attainable goal. Objectify the audience, understand their desires—appeal to their interests, eliminate the extraneous and presto “effective communication.” Well, maybe not.

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

Premio Clap CLAP International Design Awards We launch the the first excellence awards for design, branding and communication professionals in Latin America.

Guillermo Dufranc The Rise of Craft Beer Craft beers are opting for innovative designs, focusing more on communicating their quality and craftsmanship than denote European tradition.

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

Erik Spiekermann Logos to Go Corporate identity design is changing. There are designers for whom quantity matters more than quality.

Guillermo Dufranc Minimalist Packaging Minimalism requires to decide on what is really necessary from what is not.

Guillermo Dufranc Zero Waste Packaging: Possible or Not? Although to eradicate packaging waste may sound impossible to achieve, sustainability is a path to take and make improvements over time to reduce environmental impact.

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.

Leonardo Correa Web and Graphic Design for Posterity Lots of clients ask us for «modern» designs. How healthy is it for the client's wallet, or our own, to follow imposed trends?

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.

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.

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

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

Alfredo Gutiérrez Borrero Usage and Brand Can we design to unbrand instead of branding? It'd be convenient to «self-design» ourselves through our own ways of using, without others marking us with their ways of design.

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)!

Daniela Del Pino Branding Types Branding is connected with brand image, positioning and reputation. It is the result of an endless list of marketing and design strategies.

Marcio Dupont Design Thinking Is Not Design Clarifying the role of DT in the design process and the correct use by the designer.

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.

Fernando Del Vecchio We Must Learn to Play the Game In the market there are good and bad designers, good and bad clients, all sort of competition and prices. All of them are some of the components of the game to play.

Mario Balcázar The Vignelli Canon, a Tribute Though we can learn from many designers, few have left us a legacy more clear and visible.

Mariane Garcia Unanue Ambient Design and New Technologies New ambients and spaces go along with habit and behavior changes in people. In this scenario: what is the role of technology?