Articles on Branding
Thoughts, case studies, book reviews, debates and tips on Branding, written by prominent authors and carefully edited by FOROALFA.
- 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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- Votes:
- 17
- Comments:
- 6
- Followers:
- 377
- 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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- Votes:
- 16
- Comments:
- 4
- Followers:
- 1497
- Author:
- Guillermo Dufranc
- Title:
- Minimalist Packaging
- Synopsis:
- Minimalism requires to decide on what is really necessary from what is not.
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- Votes:
- 14
- Comments:
- 3
- Followers:
- 479
- 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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- Votes:
- 10
- Followers:
- 3346
- 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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- Votes:
- 9
- Comments:
- 2
- Followers:
- 3346
- 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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- Votes:
- 9
- Comments:
- 2
- Followers:
- 479
- Author:
- Norberto Chaves
- Title:
- Don't Mess with My Design!
- Synopsis:
- The interprofessional critique taboo: insecurity, paranoia and corporatism refuge.
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- Votes:
- 9
- Comments:
- 1
- Followers:
- 3346
- Author:
- Norberto Chaves
- Title:
- Every trademark must be...
- Synopsis:
- Twelve supposedly «universal» rules in designing trademarks.
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- Votes:
- 7
- Comments:
- 1
- Followers:
- 3346
- 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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- Votes:
- 7
- Followers:
- 2297
- 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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- Votes:
- 7
- Followers:
- 39
- 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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- Votes:
- 7
- Comments:
- 1
- Followers:
- 24
- 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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- Votes:
- 6
- Followers:
- 3346
- 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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- Votes:
- 5
- Followers:
- 3346
- 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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- Votes:
- 5
- Followers:
- 479
- 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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- Votes:
- 5
- Followers:
- 741
- 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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- Votes:
- 4
- Followers:
- 151
- 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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- Votes:
- 3
- Followers:
- 15
- Author:
- Eric Barajas (Snok Daffy)
- Title:
- Designing for Restaurants
- Synopsis:
- If you ever have the fortune of working for a restaurant, you will have to think in a different way.
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- Votes:
- 3
- Followers:
- 144
- 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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- Votes:
- 3
- Followers:
- 577
- Author:
- Marcio Dupont
- Title:
- Design Thinking Is Not Design
- Synopsis:
- Clarifying the role of DT in the design process and the correct use by the designer.
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- Votes:
- 3
- Comments:
- 2
- Followers:
- 65
- Author:
- Victor Garcia
- Title:
- Kusi Kusi: Identity as a (regrettable) ‘State affair’
- Synopsis:
- 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.
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- Votes:
- 2
- Followers:
- 193
- Author:
- Norberto Chaves
- Title:
- Verbal/Non Verbal as an Identifying Polarity
- Synopsis:
- The typological role in identity reference.
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- Votes:
- 2
- Comments:
- 1
- Followers:
- 3346
- Author:
- Guillermo Dufranc
- Title:
- Argentine Wine Needs Concept
- Synopsis:
- In the competitive wine market the need to communicate concepts through label design is essential. Labels must capture the consumers’ attention and seduce them.
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- Votes:
- 2
- Followers:
- 479
- Author:
- Raúl Belluccia
- Title:
- And, how my client's brand is doing?
- Synopsis:
- To diagnose the “health state” of a client's brand is essential to tackle it's effective redesign.
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- Votes:
- 1
- Comments:
- 1
- Followers:
- 790
- Author:
- Adrián Pierini
- Title:
- Packaging and the World Cup
- Synopsis:
- Packaging desing specialty revolutionizes during mega sport events.
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- Votes:
- 1
- Comments:
- 1
- Followers:
- 461
- Author:
- Pau De Riba
- Title:
- Invisible Design
- Synopsis:
- 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.
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- Votes:
- 1
- Followers:
- 48
- Author:
- Sebastian Guerrini
- Title:
- How to Design Political Campaigns
- Synopsis:
- A recommended structure for designing a political campaign.
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- Votes:
- 1
- Comments:
- 2
- Followers:
- 151
- Author:
- Alfredo Gutiérrez Borrero
- Title:
- Usage and brand
- Synopsis:
- 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.
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- Votes:
- 1
- Followers:
- 281
- Author:
- Juanjo Junoy
- Title:
- To Think, Feel and Do: Three Clues to Perception
- Synopsis:
- Understanding how our perception works and how it affects us is the clue to produce really effective messages, not just award-winning ones.
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- Votes:
- 1
- Comments:
- 1
- Followers:
- 171
- Author:
- Vanessa Lerner
- Title:
- Do We Really Know What a Graphic Brand Conveys?
- Synopsis:
- 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?
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- Votes:
- 1
- Followers:
- 60
- Author:
- Marco Rinaldi
- Title:
- Management vs. Leadership
- Synopsis:
- We don't need to manage the present but we should lead the future.
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- Votes:
- 1
- Followers:
- 73
- 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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- Votes:
- 1
- Followers:
- 741
- Author:
- Cecilia Salinas
- Title:
- Paul Ricoeur and creative search
- Synopsis:
- The origin of the creative act from a philosopher's perspective.
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- Votes:
- 0
- Followers:
- 22
- Author:
- Julián Verna
- Title:
- Official Communication Is Not Political Propaganda
- Synopsis:
- When state communication resources are misused for party interests.
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- Votes:
- 0
- Followers:
- 12