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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A course by Ignacia Jullian
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