Category: Branding

If Your Company Were a Couch…

Without even realizing it, our perceptions are cross-referenced with our memories. Our brains conjure up an emotional reaction when our eyes see familiar shapes, colors, and textures. This fun exercise uses various styles of couches to help you make decisions about the emotional response that best represents the person...

How To Get A Logo Accepted: Eight Steps To A Better Design Workflow

   As logo and brand designers, our work starts long before the first concept sketches, and finishes long after the last perfectly placed pixel. Our work requires so much more than just creative ideas and technical skills — it compels us to be a marketer, strategist, psychologist, salesperson, sho...

Transforming Lufthansa’s Brand Strategy — A Case Study

   The first time I became aware of brand inconsistency was four, maybe five years ago. Companies were extending their appearances to apps, social media and other digital channels. And so did the bank I worked for back then. Unfortunately, no style guides were available to cover these channels. I remem...