Imagine a world without brand design.
Watching the opening round of WAFL over the weekend I spotted a sponsor sign that took me back to my childhood. The match was being played on a suburban ground in Adelaide and the huge metal sign was promoting a local crash repair shop. What took me back was that the sign was unbranded (other then the use of a red background). The business name was printed in 12 feet tall, black condensed, san serif letters. The impression I was left with was ‘nondescript’ – not the impact any brand in these days of intense market competition would wish for.
On reflection I was struck by the thought; ‘what would the world look like without brand designers?’ What would our product, packaging and digital universe look like if all brands had to present their image was a nondescript typeface? Could these ‘no-logo’ brands capture the same degree of emotion and brand story, could they grab your attention and connect with you in the same way that a beautifully designed brand identity does or would they be reduced to a ‘plain label / discount brand’ positioning?
David is the founder of Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in the creation of high engagement brands that attract the attention of their audience and stand out from their competitors. David has extensive experience working with corporate, retail, food & beverage and entrepreneurial clients. Find out more here
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