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    How the Visual Identities of 5 Iconic Brands Came to Be: Coca-Cola, Nike, Starbucks, LEGO, and IBM (and What Designers Can Learn)
    Latest blog post

    How the Visual Identities of 5 Iconic Brands Came to Be: Coca-Cola, Nike, Starbucks, LEGO, and IBM (and What Designers Can Learn)

    From Coca-Cola’s lettering to the minimalism of Nike’s Swoosh: discover how five brands built recognizable visual universes and what lessons you can apply to your own branding projects A visual identity is much more than just a logo. Although the symbol or name may be the first thing that comes to mind when we think of a brand, true recognition stems from the coherent combination of many visual elements that work together over time. Colors, typefaces, shapes, illustrations, packaging, photography, graphic style, and even the way a brand adapts to new formats are all part of the same system. Brands that endure for decades do so not merely because they have an attractive logo. Their strength lies in the consistency with which they apply their identity at every touchpoint with the public. From an advertisement to a mobile app, from packaging to a physical store, each element helps reinforce a recognizable image. Analyzing the evolution of some of the world’s best-known visual identities helps us understand that good design rarely stems from a single brilliant decision. It is the result of a sustained strategy over time, capable of evolving without losing what makes a brand unique. In this article, we review five particularly relevant cases —Coca-Cola, Nike, Starbucks, LEGO, and IBM— to discover how they built memorable visual universes and what lessons can be applied to any branding project, regardless of its size.

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Cris Arco

Cris Arco

@cristiberry

Mataró, Spain

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Cris Arco

Courses

  • Designing Kawaii Worlds: Spread Joy Through Illustration. Illustration course by Becky Cas

    Designing Kawaii Worlds: Spread Joy Through Illustration

    A course by Becky Cas

    Illustration

  • Cartoon-Style Character Portraits with Procreate. Illustration course by Cristina Gómez (adesignerlife)

    Cartoon-Style Character Portraits with Procreate

    A course by Cristina Gómez (adesignerlife)

    Illustration

See all their courses

Course lists

  • Acrílico Acrílico

    Acrílico

    A list by Cris Arco

    0
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Projects

  • Mi Proyecto del curso: Creación de personajes kawaii en 3D con Blender . Traditional illustration, Character Design, Digital Illustration, 3D Modeling, and Manga project by Cris Arco - 02.09.2022
  • Mi Proyecto del curso: Retrato con lápiz, técnicas de color y Photoshop. Pencil Drawing, Portrait Drawing, Acr, lic Painting, and Digital Painting project by Cris Arco - 04.19.2021
  • Mi Proyecto del curso: Técnicas modernas de acuarela. Traditional illustration project by Cris Arco - 04.10.2021

Professional listing

  • Cris Arco – @cristiberry
    • Design
    • Branding & Identity
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    • Photographic Lighting
    • Photography Post-production
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    • Sketching
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    • Watercolor Painting
    • Artistic Drawing
    • Portrait Drawing
    • Realistic Drawing
    • Children's Illustration
    • Acrylic Painting
    • Arts & Crafts
    • Jewelry Design
    • Toy Design
    • Fashion Design
    • Furniture Design & Making
    • Paper Craft
    • Screen Printing
    • Embroidery
    • Ceramics
    • Sewing
    • Decoration
    • Bookbinding
    • 3D
    • Animation
    • Motion Graphics
    • 2D Animation
    • 3D Animation
    • Character Animation
    • 3D Modeling
    • Multimedia
    • Rigging
    • VFX
    • Stop Motion
    • 3D Design
    • 3D Character Design
    • Video Games
    • Calligraphy
    • Typography
    • Lettering
    • Digital Lettering
    See more...

Joined March 2021
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  • Becky Cas
  • Elena Garnu
  • Cristina Gómez (adesignerlife)
  • Magic Jungle
  • Javier Usobiaga Ferrer
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Recent projects
  • Mi Proyecto del curso: Creación de personajes kawaii en 3D con Blender . Traditional illustration, Character Design, Digital Illustration, 3D Modeling, and Manga project by Cris Arco - 02.09.2022

    Mi Proyecto del curso: Creación de personajes kawaii en 3D con Blender

    cristiberry

    • 229
    • 2
    • 1
  • Mi Proyecto del curso: Retrato con lápiz, técnicas de color y Photoshop. Pencil Drawing, Portrait Drawing, Acr, lic Painting, and Digital Painting project by Cris Arco - 04.19.2021

    Mi Proyecto del curso: Retrato con lápiz, técnicas de color y Photoshop

    cristiberry

    • 232
    • 2
    • 1
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