What's the difference between identity design and branding? Is a logo a brand? What is a brand?
3 things you might not know about identity design and branding from Executive Creative Director Chris Do.
01:36 Identity versus branding
04:28 Branding is only what others say/feel that you are
07:45 Think more, make less
09:43 How to define the brand
12:30 Putting together logo examples
13:59 Let's Design & Sketch
19:20 Common mistake: depending only on the computer
20:38 Find designers with a deep knowledge of a subject rather than do it yourself.
22:26 Working through logo examples, and hand off the example to your choice designer
The Brand Gap - Marty Neumeier
Story: Substance, Structure, Style, And The Principles Of Screenwriting - Robert McKee
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CORE Really Explained: https://www.youtube.com/watch?v=e4BEt_o9bCk
CORE Brand Attributes Webinar: https://www.youtube.com/watch?v=5l4i3PZucHI
CORE Defining the Brand: https://www.youtube.com/watch?v=e916gMCWVKI
CORE session Alignment: https://www.youtube.com/watch?v=uOeIG_WDesw
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I always find these vids really useful, but here there is something critical missing at the keyword definition stage that is vital to informing the design development. And that is customer and target marketing interviews. If the brand is what the customer says it is, then customer and target market interviews are key in helping formulate a design strategy. Perhaps this is something that could be covered in more detail? Thanks
Hey Catherine, maybe checking out our Youtube channel might help you out a bit. We make videos on how to brand your business and just gives people an overall understanding of the word. Feel free to check it out if you get a spare sec. Have a great day, Scott
@jose caballer made d show really interesting as he kept talking... It wasn't a dull moment for me... By the time he was talking he made me see something's clearly most especially from when he said "in the beginning was the Word"... Jose really filled d gap for Chris and a great show because he showed he wanted to learn and also asked questions so many people might have asked since they were both on stage... It wasn't easy man... And if u think it is get urself d resources and see how you do... Jose well-done boss... And Chris do thanks for designing... Lol... And this is my first time seeing Chris do laugh like this.. Buh I noticed (maybe its just me) he's always serious... Lol... Nice show guys and great work... Love from NIGERIA
This was the first video I checked from TheFutur guys. And I also thought Jose was interrupting a lot.. but since then I’ve watched almost all their amazing videos and I’ve come to understand their relationship a bit better and now I have a different perspective on that pre-judgement, so so Jose trolls on here he’s absolutely brilliant. They both are, so just dig a little deeper. Much love for this show.!!
@chris do, seriously you are so awesome. Making things understand so fast. But, I think, that guy is spoiling the mood of viewers by unnecessary talks. The video is super informative and useful. Love it, Chris. Thanks a ton again.
I always take something away from you guys. As a Production Designer I have a process that looks a lot alike this, bigger moodboards and a lot more concepting, but getting those words together in the beginning is KEY to all else, I call it the PREMISE though, and instead of asking the client, you can analyse the premise straight out of the script. Cool as always, I totally agree with Chris, the more analytical and precise you can get with the client, the better and more surprises.
I love your video's guys, this was just waaaay too unprofessional. I mean this should be "educational", can't focus with the teacher interrupting and "joking" all the time -.- highly annoying vid, sorry. Will just continue through your vlog...
Hi! Amazing, inspiring video and I love the new logo! I would be happy if you could share with us also something more from your experience: what you would answer to a client that says to you
"Yes. Ok. The new logo looks good, but it is totally different than the first one. How will my clients recognize me?"
Thanks in advance!
Completely agree, very inspiring video. Maybe if you get a sec, check out our Youtube channel where we provide content on developing brands and growing businesses. This may be some help to you. Have a great day, Scott
I know this is a 3-year old video, but I still have some thoughts. The first part of the video is thought-provoking and interesting. Then comes the actual logo-design, which seems... lackluster.
The idea behind it, where keywords get distilled into there core (refined rustic) is so smart. But then it goes straight into a trendy logo, without considering any other options. Incorporating a fish is a no-go because... reasons? It has to be in a circle, and it has to look like all the other logos designers are pumping out on dribbble. The finished product is honestly B-grade. The lettering is sloppy (spacing, lineweight, letterforms... the specialist they hired is not very good), overall composition is cluttered with a lot of eye-dirt and not the separate elements within the logo don't speak to each other as much as they could. Not a 'my 4-year old could do it' kind of deal, but just not impressive.
So, again, I found parts of this video interesting and thought-provoking but it left me feeling weird when that mediocre logo was the end result.
This is great and very informative, but for me it would have worked perfectly without the joke interruptions, just Chris Do presenting it. I find the off-topic comments kind of get in the way of fully enjoying this.
Thanks for sharing your knowledge. I learnt a lot and continue learning all the time with The Futur. However I did find the host VERY ANNOYING when trying to listen to the valuable information Chris Do is sharing. Geez he just makes you want to punch him if every time he speaks - he just won't shut up! He is trying to hard to be funny - epic fail.
great show for sure but yes, need to work a bit on the talking part, not overlapping each other so much or it gets a bit too loud, very informative tho...love it, Chris is very eloquent and Jose likes to chat and entertain, its all good lol but need to find a way to balance that's all ...i actually would love to see you do more questions and answers so there is a space for one to talk and the other so listen kinda thing, i am just so grateful that i can learn a different perspective from you guys so thank you for taking the time to teach us something new. Keep up the amazing work. You guys are great!!!
Is it possible to reshoot this video without Jose? It's such great information that I'd love to share with my design students, but it's difficult to follow with so many interruptions. Same content… updated video? PLEASE!
Thanks for sharing. I'm only viewing this video now after 4 years since post date cause I'm a recent subscriber, but the information in this video still makes sense after 4 years. The whole "define the brand" process and transforming that into insightful images/messaging, was very inspiring to me. Hope you guys are still around. Thanks.
Chris - I have to say that I appreciate your comments on every video. You break down and analyze things in a very organized and practical way. There is no ego. It's constructive criticism that I can actually apply in business. Thank you for that. Although I do like the idea of having another person there to ask questions, I do wish Jose could have more useful commentary. He's more a distraction than an addition.
This video had really great and informative content. It was all great information and well explained. To be honest though, the audio was a little crappy and the conversation was all over the place. Lots of interruptions where I was trying to hear information. Also the designer seemed to be quite blunt and rude at times. He didn’t have a sense of humour nor was he respectful to anything anyone else had to say. Towards the end when he was asked about how much he paid for another artist, he just bluntly said “no”. Like, I get it, you don’t want to answer the question, but you could have answered it slightly better.
I’m about to run a 2 day brand strategy workshop with a big ethical investment company and this style of process is EXACTLY the way I need to run it.
I already had a feeling that this would be the kind of approach I would have to take, so having Master Do confirm this is SO damn good.
Thank you so much Chris. It's really amazing & helpful video. If you have any videos talk about "Design Management" or How to set a Timeline for my Branding Projects even if by hours or how many hours should i take to make Branding Project Starting from Logo till full corporate identity, web site, Social Media...etc., What's the first, Second, Third sections should be deliverable to client?. Otherwise if the client asking about the time to finish his branding so what should i answer?
Thank you again
The Definitive, One-Size-Fits- All, Accept-No Substitutes, Massively Comprehensive Guide to the Life and Times of KISS.
I love writing about Kiss. I love it too much, probably. I’ve written about this band semiconstantly for the past 20 years, sometimes for reasons that weren’t justified and sporadically with motives that weren’t justified and intermittently with logic that wasn’t justified. But Kiss go into the Rock and Roll Hall of Fame tomorrow, so today I’m Timothy Olyphant.
The Demon: Gene Simmons The Starchild: Paul Stanley The Spaceman: Ace Frehley The Catman: Peter Criss The Fox: Eric Carr The Ankh Warrior: Vinnie Vincent
Mark St. John Bruce Kulick The Catman: Eric Singer The Spaceman: Tommy Thayer.
The New York rock-and-roll group Kiss was formed in 1972, when two workaholic Jews (guitarist Stanley Eisen and bassist Chaim Witz) aligned forces with two boozehound Christians (drummer Peter George John Criscuola 1 and guitarist Paul Frehley). Their adopted stage names are household, unless you are very young, crazy old, or not interested in loud music: Paul Stanley, Gene Simmons, Peter Criss, and Ace Frehley (the last adopting “Ace” because the band didn’t need another Paul). The group was spawned upon the dissolution of Simmons and Stanley’s previous band, Wicked Lester, a folk-rock five-piece Simmons likes to compare to the United Nations (due to their mixture of ethnicities and nonuniform physical appearance). Wicked Lester scored a record deal with Epic, but most of the music was never officially released.