David Airey

Category: Branding

  • The ideal design process?

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    David Airey
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    I watched a good CreativeMornings video where Tom Foulkes and Michael Johnson talk process. Michael included this flowchart overview of his brand identity design process. “Meet, talk a lot, summary, talk a lot more, verbal brand, then write up a brief, do quite a lot of work, then present.” During his (nearly) 20 years in…

  • Shape as a brand attribute

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    When a brand’s product is obvious from the shape alone.

  • Using sound symbolism in branding

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    Take two imaginary names, Maluma and Takete, and before reading any further, pair each name with one of the two symbols below, the one you think is a better fit.

  • What convicts can teach us about branding

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    David Airey
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    Written by Mike Kammerling of Tinder + Sparks, about Neil Stansfield who was jailed for more than two years for buying own-brand supermarket food, repackaging it as organic produce, and selling it on at a huge markup. Photo via Thinkstock. In September 2009, Neil Stansfield of Northamptonshire was jailed for over two years for buying…

  • Penguin, in Champions of Design

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    David Airey
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    Excerpted from Champions of Design, the paperback by Silas Amos of Jones Knowles Ritchie, featuring on one of the 25 brands from the book. Given its beloved status as a British institution to rival the BBC, it’s worth remembering what a revolutionary idea Penguin originally was. The company’s cheap but well-made, well-designed books found a…

  • Remove the logo. Know the brand.

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    David Airey
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    I asked Twitter to name brands you can visually identify without the logo. Here are a few clues from your suggestions — a reminder that identities are more than just wordmarks and symbols. Image credit Image credit Image credit Image credit Image credit Image credit Image credit Image credit Image credit Image credit Image credit…

  • The stories behind car brand names

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    Etymology is the study of the history of words. Here are a few choice picks from the automotive industry. Alfa Romeo – the company was originally known as ALFA, an acronym for Anonima Lombarda Fabbrica Automobili. When Nicola Romeo bought ALFA in 1915, his surname was appended. (photo credit) Aston Martin – from the “Aston…

  • “The Coca-Cola Conspiracy” and ethical design

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    David Airey
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    Where’s the line between a focus on your career and the societal impact of your work? Photo by Photon-Painter. I was watching a presentation by Robert Lustig about the damage caused by sugary foods, and after listening for a while it raised a few ethical questions I’m curious to know your thoughts on. Have a…

  • Framing your design brand

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    David Airey
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    Written by Bernadette Jiwa, on how sometimes even the most amazing designers get stuck at communicating their own message. You help people to tell their brand stories every day. Designers give people a visual language with which to communicate to their audience.?? When a client comes to you for the design, they have, for the…

  • Colour in branding

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    David Airey
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    Colour plays an important role in recognition rates. To illustrate, you know what worldwide brands these palettes represent, don’t you? (Answers in the links beneath each.) Brand name Brand name Brand name Of course each of the above brands has a huge marketing budget, helping ingrain the product or service into our subconscious whether we…