Contemporary Brand Identity: Using Verbal and Visual Branding
The Bit at the Core - The "Why"
A course by Michael Johnson , Designer and Creative Director
About the video: The Bit at the Core - The "Why"
Overview
“Slowly, the world is waking up to the idea that the best products and companies need a really strong "reason to be" or a core purpose. So this lesson is all about searching for a compelling answer to the question, "why are we here?"”
In this video lesson Michael Johnson addresses the topic: The Bit at the Core - The "Why", 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
“The Bit At The Core The "Why" This lesson is all about what goes in the core of our diagram, the why, the reason to be, the core purpose. A lot of different words for this bit, a core purpose, a brand essence, a big idea. The word you use doesn't matter, only that in the middle of the diagram we can talk about why you're here. Let's think about how organisations put a clear "why" at their band's heart. A couple of examples from London, the Victoria and Albert Museum, the Tate Museum, they have a clear statement about why they're here. Twenty years ago, the V&A stopped talking about bein...”
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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