Contemporary Brand Identity: Using Verbal and Visual Branding
What Do We Mean by Verbal Branding?
A course by Michael Johnson , Designer and Creative Director
About the video: What Do We Mean by Verbal Branding?
Overview
“Surely "branding" is all about designing logos, yes? Well, no. Contemporary branding and brand identity concerns all of the feelings, emotions and attributes that customers attach to a product, company or organisation…”
In this video lesson Michael Johnson addresses the topic: What Do We Mean by Verbal Branding?, which is part of the Domestika online course: Contemporary Brand Identity: Using Verbal and Visual Branding. Learn how to combine words and design to create a unique brand identity that speaks to multiple audiences.
Partial transcription of the video
“What We Mean By Verbal Branding This lesson is all about what we mean by verbal branding. Contemporary branding means much more than just designing logos. It's about all the attributes and perceptions we attach to a brand. Think about modern brands, how they speak, the messages they use, the way they make you feel. Think about that for a moment. If we take an example such as Audi, they've been using "Vorsprung durch Technik" for decades, yet it's an obscure German phrase which implies advancement through technology. We think about Kentucky fried chicken, their strapline is so famous, they w...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Contemporary Brand Identity: Using Verbal and Visual Branding
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Category
Design -
Areas
Art Direction, Branding & Identity, Graphic Design
Michael Johnson
A course by Michael Johnson
Although Michael Johnson began designing typefaces at fifteen, he didn’t pursue a standard design education. Instead, he worked his way across the world, learning all aspects of design, art direction, advertising, and branding for ten years. He then started his own brand consultancy, Johnson Banks in 1992. In three decades, the world-renowned brand consultancy has worked with major brands and institutions such as Mozilla, the University of Cambridge, Acumen, UNICEF, and many more.
Michael is an Honorary Professor at Glasgow School of Art and is a guest speaker at many renowned design events like Typo Berlin and Pecha Kucha. He has won many iconic design prizes, including seven yellow and one black pencil from D&AD. He has also published several books such as Problem Solved, Branding In Five and a Half Steps, and Now Try Something Weirder.
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- Level: Beginner
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