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Branding Archives • Page 2 of 4 • Candelita

How can I improve my brand strategy?

While your brand represents your business story, if done well it also becomes representative of your audience’s stories. For many Americans, McDonald’s is a fixture of childhood happiness that makes it difficult to disentangle from the brand (even when you know it’s not good for you). It’s too entrenched in memories of kiddie birthday parties and colorful Happy Meals. The golden arches become symbolic of the easy comforts of youth. They become personal triggers.

To have that kind of lasting impact on your market, it’s not enough to choose colors that you like or fonts that are trending. It’s necessary to think carefully about your brand and your audience in order to develop a consistent, compelling brand strategy. How can you improve your brand strategy if it doesn’t seem to be catching on? Read More

Website design: set the stage for your brand’s story

On Broadway and in Hollywood, the true nature of a story emerges on carefully constructed sets. Lighting and artfully engineered backdrops create atmosphere. The subtle scoring that underlies each scene establishes mood. Actors’ actions and reactions, tone and costume, reveal motivations and morals.

By the end of a powerful show, the audience has aligned themselves with the story; they’ve become a part of it. Newly converted advocates go home to tell their family and friends that if they are only going to watch one performance this year, choose this one. Read More

You can’t build a timeless brand without timeless values

Brand identities fall into two main categories: the ones we remember and the ones we don’t.

The difference is sometimes mistakenly attributed to superficial elements like colors, fonts, and asset packages.

We might look at the bright red of Coca-Cola and say, “It’s that unmistakable red. It really catches the eye.”

Or when explaining the power of Chanel’s brand, we may reference the bold lines of the company’s iconic logo.

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Design Challenge: Canva vs. Photoshop

This is the most important virtue for a designer to possess. Discipline is the god of design that governs every aspect of a project… Without it, it is total anarchy, total randomness, pure chaos. Discipline is the attitude that helps us discern right from wrong and guides us to achieve consistency of language in whatever we do. Discipline is what helps us navigate through the social context in which we operate. Discipline is what makes us responsible toward ourselves, toward our clients, toward the society in which we live. It is through discipline that we are able to improve ourselves, mentally and physically; to offer the best of ourselves to everything around us, including every project on which we work…

Discipline is the supreme state of mind, the master of passion, and the governing structure of nature.

There is no design without discipline. There is no discipline without intelligence.

Massimo Vignelli Vignelli: From A to Z (Source: public library)

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