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What made a logo great

18 一月 2017 — Creating purpose, driving distinctiveness, increasing visibility, establishing memorability. What is a logo really meant to accomplish? Wally Krantz explains what historically made—and still makes—a logo great.

By Wally Krantz
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The world of tomorrow, as told by CES

13 一月 2017 — Fragmentation, storytelling, experimentation: How will these factors influence branding and technology in the coming years? Thomas Sauvage lays out insights and observations from CES.

By Thomas Sauvage
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Why Netflix’s new icon is a lesson in mobile branding

9 十一月 2016 — For many companies, branding began with a wordmark. It expanded into logos, visual assets, and even experiences. But in a world of tech, how should brands adapt? Nick Foley discusses Netflix’s new icon built specifically for mobile.

By Nick Foley
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Smell, taste, sound: Getting sensory branding right

7 十一月 2016 — It’s no longer enough for a brand to be seen—it has to be experienced. Charlie Cookson explains why smell, taste, and sound are all attributes brands need to consider in today’s world.

By Charlie Cookson
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Brand-led business transformation

25 十月 2016 — Should companies focus on building a strong brand or building a strong business? Lulu Raghavan and Ruchi Gunewardene explain why brand-led business transformation results in both stronger brands and increased business value.

By Lulu Raghavan and Ruchi Gunewardene
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Branding artificial intelligence

6 十月 2016 — Since the days of the Terminator and the Jetsons, artificial intelligence has been a long-predicted invention. With day-to-day use of AI on the rise, Thomas Sauvage weighs in on what’s to come with the future of branding and AI.

By Thomas Sauvage