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.
Articles of interest for the Branding area
Find the best thoughts, case studies, book references, debates and tips relevant to the area of Branding.
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?
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.
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.
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
The challenge of communicating value
A question to which creative entrepreneurs have no answer to: the value of their proposal.
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.
Norberto Chaves
Design and message credibility
Communicates' design as a mean to the conquest of plausibility: sender and referent transparency.
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.
Norberto Chaves
With or Without a Logo-Symbol
A brand choice conditioned by the profile of the organization and its communication.
Sebastian Guerrini
How to Design Political Campaigns
A recommended structure for designing a political campaign.
Guillermo Dufranc
The power of beauty in packaging design
Design's aesthetic quality increases value for products and brands, making them more desirable.
Norberto Chaves
Verbal/Non Verbal as an Identifying Polarity
The typological role in identity reference.
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?
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.
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.
Premios Clap
CLAP International Design Awards
We launch the the first excellence awards for design, branding and communication professionals in Latin America.
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.
Guillermo Dufranc
Minimalist Packaging
Minimalism requires to decide on what is really necessary from what is not.
Erik Spiekermann
Logos to Go
Corporate identity design is changing. There are designers for whom quantity matters more than quality.
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.
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.
Fernando Del Vecchio
A passion for design
Who doesn't want to feel passion for what he or she likes, and loves?
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.
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.
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.
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.
Mario Balcázar
The Vignelli Canon, a Tribute
Though we can learn from many designers, few have left us a legacy more clear and visible.
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)!
Sebastian Guerrini
I am designer anthropologist
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.
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.
Marcio Dupont
Design Thinking Is Not Design
Clarifying the role of DT in the design process and the correct use by the designer.
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.
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?
Adrián Pierini
Packaging and the World Cup
Packaging desing specialty revolutionizes during mega sport events.
Guillermo Dufranc
Argentine Wine Needs Concept
In the competitive wine market the need to communicate concepts through label design is essential. Labels must capture the consumers’ attention and seduce them.
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?
Cecilia Salinas
Paul Ricoeur and creative search
The origin of the creative act from a philosopher's perspective.
Julián Verna
Official Communication Is Not Political Propaganda
When state communication resources are misused for party interests.
