“On brand” means consistent with a brand’s image or expectations created by a brand.
Design
Branding color psychology is mostly (but not entirely) bullshit
You see red, you feel passion. You see blue, you feel calm. Those types of color-emotion mappings form the basis of the pseudoscientific field known as branding color psychology. Color psychology is the theory that colors affect human behavior and emotions. There’s some research to back this up—for instance, one study found that the color red […]
How to be a designer in the post-advertising era
We live in a post-advertising era. Right? Media divergence, social platforms, and a new generation of brand-savvy (and skeptical) consumers have collided to effectively demand a more layered approach, changing the entire communications landscape—and with it, what it means to be a designer. How has advertising evolved? Advertising, careers, and egos were built on […]
Definition of rebranding (What is rebranding?)
Rebranding is the process of updating, revising, or recreating an existing brand.
The ultimate branding checklist for businesses of all sizes
Differentiating your brand among competitors can be a long and arduous process. In fact, the branding process is never fully complete, but to initially build a prominent brand presence, a branding checklist is the best place to start. Branding affects business and revenue in several ways, only some of which are related to marketing and […]
Top 9 logo design trends to look out for in 2022
Keeping up with the latest logo design trends is an absolute must for designers everywhere, but if you don’t know what to look out for, it can be daunting. Many trends come and go over the years; being aware of the latest trends can help ensure your logo stands out. While it’s better to make […]
Q&A with Jessie McGuire of ThoughtMatter
Jessie McGuire, Managing Partner at ThoughtMatter in New York, has spent over a decade working with billion-dollar brands like Kimberly-Clark, P&G, and Colgate-Palmolive—transforming them into social icons. She’s also a mother of two, a Salvadorian-American, a graduate of Pratt and SVA, and a former Advocacy Chair on the board of directors of the New York […]
Branding news roundup: March 2022
About once a month, I publish a newsletter with branding news, featured blog posts, examples of great branding work and interesting images, and branding tips and tools. If you’re not already getting the newsletter, sign up here. The most recent newsletter—from March 2022—featured the six stories below. Brands are responding to Russia’s invasion of Ukraine […]
Definition of wordmark (What is a wordmark?)
A logo is a symbol and/or stylized text signifying a brand. The term is often contrasted with “wordmark” and “logotype.”
Definition of logo (What is a logo?)
A logo is a symbol and/or stylized text signifying a brand. The term is often contrasted with “wordmark” and “logotype.”
Famous brands with ambigram logos (Useful List)
A few months back, I was sitting at my kitchen table and noticed something about the Oxo logo on a napkin holder: It’s the same backwards and forwards, and upside-down—an ambigram logo. What are some other symmetrical names and logos, I wondered. Wait, what’s an ambigram? According to Wiktionary, an ambigram is “a design […]
How to avoid a rebranding mistake: five examples
Don’t pull a Pepsi. In 2008, Pepsi spent over $1 billion on a rebrand, including $1 million for a logo, that the world agreed looked unprofessional and unspectacular—and failed to define it as a stronger competitor to Coke. Rebranding can be a huge opportunity for brands to revitalize flagging sales or venture into new markets, […]
