Complete guide to branding: Keys to learning about brand identity

Norberto Chaves The casting session Advertising spot for a brand campaign.

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.

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.

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 Design and message credibility Communicates' design as a mean to the conquest of plausibility: sender and referent transparency.

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 With or Without a Logo-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 The equal and the different To provide a real basis for the idea of “originality”.

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 Don't Mess with My Design! The interprofessional critique taboo: insecurity, paranoia and corporatism refuge.

Norberto Chaves Every logo should be… Twelve supposedly «universal» rules in brand identity design.

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.

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?

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

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

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.

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.

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

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

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

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

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

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 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.

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.

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

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

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.

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?

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

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.

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.

Cecilia Salinas Paul Ricoeur and creative search The origin of the creative act from a philosopher's perspective.

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?

Julián Verna Official Communication Is Not Political Propaganda When state communication resources are misused for party interests.