Visual Identity: Complete guide to branding

A comprehensive compilation of brand design, visual identity design, corporate identity, etc. Learn everything you need to know about visual identity and brand creation, with the best thought-provoking articles, case studies, book references, discussions and advice.

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.

Ilustración para el artículo Product Logos: How to Analyze and Design Them

Luciano Cassisi Product Logos: How to Analyze and Design Them Keys to analyzing and designing logos for supermarket packaging.

Luciano Cassisi The Functions of a Logo: How to Design Effective Visual Identities Not all logos serve the same purpose. Understanding their functions is key to designing effective visual identities aligned with their goals.

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.

Ilustración para el artículo The Casting Session

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.

Ilustración para el artículo Designing for Restaurants

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.

Ilustración para el artículo Vindicating Handwriting

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.

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.

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?

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Visual Identity: Complete guide to branding

Upcoming online seminars (in Spanish)

Brand Redesign

How to Justify the Design

Identity Design Process