Articles on Branding

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

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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17
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6
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377
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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16
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4
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1497
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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14
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3
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479
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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10
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3346
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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9
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2
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3346
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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9
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2
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479
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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9
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1
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3346
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Every trademark must be...
Synopsis:
Twelve supposedly «universal» rules in designing trademarks.
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7
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1
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3346
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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2297
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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7
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39
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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7
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1
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24
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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6
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3346
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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5
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3346
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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5
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479
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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5
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741
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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4
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151
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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3
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15
Main illustration of the article Designing for Restaurants
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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3
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144
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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3
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577
Portrait of Marcio Dupont
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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3
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2
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65
Main illustration of the article Kusi Kusi: Identity as a (regrettable) ‘State affair’
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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2
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193
Portrait of Norberto Chaves
Author:
Norberto Chaves
Title:
Verbal/Non Verbal as an Identifying Polarity
Synopsis:
The typological role in identity reference.
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2
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1
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3346
Portrait of Guillermo Dufranc
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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2
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479
Portrait of Raúl Belluccia
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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1
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1
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790
Portrait of Adrián Pierini
Author:
Adrián Pierini
Title:
Packaging and the World Cup
Synopsis:
Packaging desing specialty revolutionizes during mega sport events.
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1
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1
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461
Portrait of Pau De Riba
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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1
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48
Portrait of Sebastian Guerrini
Author:
Sebastian Guerrini
Title:
How to Design Political Campaigns
Synopsis:
A recommended structure for designing a political campaign.
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1
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2
Followers:
151
Portrait of Alfredo Gutiérrez Borrero
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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1
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281
Portrait of Juanjo Junoy
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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1
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1
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171
Portrait of Vanessa Lerner
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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1
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60
Main illustration of the article Management vs. Leadership
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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1
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73
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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1
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741
Main illustration of the article Paul Ricoeur and creative search
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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0
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22
Portrait of Julián Verna
Author:
Julián Verna
Title:
Official Communication Is Not Political Propaganda
Synopsis:
When state communication resources are misused for party interests.
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0
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12