Contemporary Brand Identity: Using Verbal and Visual Branding
What They Do, Who They Do It for, What Makes Them Different
A course by Michael Johnson , Designer and Creative Director
About the video: What They Do, Who They Do It for, What Makes Them Different
Overview
“There’s a lot of jargon and strange language attached to the branding process and the strategic side of this work. This lesson is about unpicking those words and beginning to ‘define’ a brand in simple words and diagrams.”
In this video lesson Michael Johnson addresses the topic: What They Do, Who They Do It for, What Makes Them Different, 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 They Do, Who They Do It For, What Makes Them Different Now we're gonna unpick some of the brand jargon you might hear around branding and brand identity. We'll talk about the what, we'll talk about the who, and we're gonna talk about the difference. We'll unpick a brand and we'll use diagrams, bits of paper, to understand how to do it. By the end of the previous lesson, we'd worked out how to use diagrams to map where you were in a market, or where a company or an organisation stood. Now, we're gonna define where a brand could be next. When you read about or hear about the jargon peopl...”
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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