Lessons
Getting Started
1Branding Intro
02:51 2Taking this Class
00:51 3Design Is Dreaming
05:58 4Creative Process
02:39 5Quiz
Branding Foundation
6Beginning Work: Brief
02:50Research
08:54 8The Interview
05:34 98: Brand Mission and Values
05:02 109: Creative Strategy and Plan
03:42 11Quiz
Brand Identity System
12Logo: Symbols and Wordmarks
16:48 13Brand Imagery: Photography, Illustration and Rendering
06:53 14Color
09:20 15Typography
05:56 16Pattern
03:42 17Brand Voice
02:17 18Product Branding
05:08 19Branding Motion
03:36 20Quiz
Brand Communication
21Compositions
04:18 22Presentations
01:26 23Style Guide
05:00 24Quiz
Summary
25Summary
01:14 26Final Quiz
Lesson Info
Brand Voice
all brands need a verbal point of view so that they're writing carries the same spirit as the design. This will come from the early exercises around brand values, Mission and spirit but express itself in the form of key writing pieces for your brand. As designers were mainly concerned with how the verbal and visual combined to create one thought. Sometimes it can be developed along with the design. Either way it's the designer's job to understand the voice of the brand and ensure that verbal communication is amplified and accentuated by the design work. I collaborate with writers on most projects and try to get them involved at the very beginning they can help to not only create internal language but verbalize the mission values and spirit in addition to the style guide. Later on work with a good writer or your client to find the consumer facing voice for the brand, create key writing for the brand including editing the mission tagline headlines and all copy required for your branding ...
program. I suggest you read the book by Alan fletcher, the art of looking sideways, working with writers to develop key writing, develop a brand voice and let you design with brand content for the Okey project. I worked with an agency to come up with the name and brand strategy. Once that was created, I worked with a writing partner on brand voice as well as developing key writing for the brand and products by collaborating on the product naming brand writing and design at once we're able to try ideas and share them in real time. That way we avoided having writing that didn't work with design or the other way around looking at the tone of voice document for Okey, you see how we were able to inject some of the brand values and some of the feeling into this writing, put it down and share it as a guide for other people outlining and defining the language that we wanted to use and how we wanted to use it. We create this as another part of our system that's working with every other part of the system to create a verbal tone. So um my writing partner wrote the line, feel Okey, which became the website you are L and also a hashtag for brand communication. Having this writing from the very beginning and having a partnership on the writing side, let me always test ideas and bounce things back and forth, making sure that my writing had meaning and whenever we presented words that they were supported with design
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