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Branding from Scratch
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Branding from Scratch

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How to create a brand from scratch as seen through the lense of The LAB Miami design and branding process.

How to create a brand from scratch as seen through the lense of The LAB Miami design and branding process.

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  • Basquiat was himself a brand, he lived and breathed his art. The crown became his unofficial logo. His paintings are always recognizeable, his fonts, his content, he knew who to associate himself with. He was different, He was honest. His branding was so good that now brands all over the world have adapted it, including Reebok. Post graduate degree in graphic design
  • Coca-Cola- selling a mood- Happiness in a bottle, content production, events. TAMPAX- importance of tone (compare to U by Kotex) Vueling- the importance of having some fun, and humor (clouds=rats) Banc Sabadell- the importance of corporate identity, fonts, consistency, colors Adrienne Arsht Center- the importance of knowing your target and place. EstrellaDamm- the importance of Story, using Barcelona in their branding IKEA- the importance of environment, physical space.
  • Naming Process- Brand Mission- Why are you doing this? What are we trying to achieve? The importance of the truth. Think Big Start Small.
  • These are the rules your brand will live by. Take your time on this. Attention to detail. Then share it with everyone.
  • What is not shown here, is a serif font, which is very necessary for long texts
  • Now that you have created a brand, you have to make stuff with it. Making the logo, name, fonts, and palette is like getting dressed now you have to go out into the world and do things. What you look like may get your foot in the door, but what matters is what you say, how you say it and who you say it to.
  • Now that you have created a brand, you have to make stuff with it. Making the logo, name, fonts, and palette is like getting dressed now you have to go out into the world and do things. What you look like may get your foot in the door, but what matters is what you say, how you say it and who you say it to.
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  • La Latina was decorated using recycled materials. We wanted to create a fun atmosphere without pretension. Our goal is that our customers relish a colorful place, while enjoying the most traditional Venezuelan food.

Transcript

  • 1. Jean-Michel Basquiat
  • 2. Branding from Scratch (The LAB Miami Case Study)
  • 3. The Story of Miami! The Story of Wynwood! The Story of Coworking!Gateway to Latin America, Art, urban innovation, cutting The future of work,young, vibrant, diverse.! edge! collaboration, bootstrapping!The Story of us.!Local, DIY homegrown, ,entrepreneurship! The Story of The LAB Miami! ! !
  • 4. logo design process
  • 5. Brand Guidelines (The Bible)
  • 6. Brand Life (Now What?)
  • 7. www.thelabmiami.com
  • 8. Brand Flavor (the fun part)
  • 9. Brand Body Language (Our Space)
  • 10. Brand Buddies (“A man is known by the company he keeps”)
  • 11. Final Step (Let your brand go)
  • 12. Other Brands (Global)
  • 13. www.brucemaudesign.c
  • 14. Other Brands (Local)
  • 15. Thank you! (elisafaye.com Albacassandra.tumblr.com)