Welcome to Brand School!

The Curriculum

Brand discovery is less stressful than you think. You just have to be sure about the basics, so we can spend time refining the intangibles. The articles below should help you to answer all the key questions for any logo project. (Also equivalent to 20% of a street MBA.)

#1

Basic facts about branding

Is your brand identity working? What to look for

What branding does and does not do – and how to evaluate what you have.

#2

Purpose: what should your branding do?

Personality

If your brand was a person, what adjectives would fit best?
Usage

How often do you plan to publish content for your brand?
Strategy

What would define a successful visual brand for you? Should it identify or announce?

#3

Preferences: how should your branding feel?

Format

What logo format do we use: illustrative or type-based?
Colour

What accent colour do you want for your brand?
Energy

What tone should your logo set for your brand?

The Results

A few case studies of other people who went through this process. You can also browse the Showcase for more examples of EML projects.