Visual Identity: Complete guide to branding

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.

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 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.

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

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.

Sofia Escudero Holistic and Bimodal Study in Packaging The application of a multi sensorial study of packaging puts us nearer, more accurately, to a brand's global perception.

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.

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

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.

Carlos Rioja Vindicating Handwriting Design is often associated with normalization and sterilization. But handwriting is still a good way to reconnect with our roots and recover vitality.

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?

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.