Identity Systems

W + K Sao Paulo’s New Identity System

Most people think of branding as a logo. And most people think of a logo as visual identity. A logo is one component of your visual identity system which makes up one part of your brand.  A great example of this is Weiden and Kennedy Sao Paulo new visual identity which is shown in the video below. They break down the inspiration for the logo design and then show how it is translated across a series of touch points as part of a larger identity system. No this doesn’t establish their branding. Branding is much larger than just a logo, visual identity system or editorial voice. Branding encompasses everything that establishes a relationship with a product, company, or service. The example in the video is one hell of an awesome logo and identity system though.

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The Story Behind Adobe’s CS6 Desktop Brand System

I haven’t upgraded to Adobe Creative Suite CS6 yet. I simply can’t afford it right now, and I’ve only been using CS5.5 for about 9 months. That doesn’t mean I haven’t been following the changes, upgrades, and new features at the Adobe site though. Today, while I was perusing the Adobe blog, I came across a really interesting article talking about the number of branded assets that now go into the entire creative suite. These assets comprise everything from application icons, to packaging, and splash screens. Much to my surprise, I found out there are now 5000 shared branded assets. That’s right 5000, and it takes a year to produce all of them.

With software refresh cycles happening every 12 to 18 months, you can bet money that the marketing design team for Adobe is well underway with the branding redesign for CS7. The entire article is on the Adobe Blog and well worth the read if you are a designer, or simply use any of these tools.

“It takes well over a year to design, execute, deliver, and ensure the proper implementation of the roughly 5,000 or so assets it takes to get a CS release out the door (we’re already thinking about CS7). Along the away, there are innumerable institutional, technological, and political hurdles to overcome. It can be daunting, but we do everything we can to get it made with as few design compromises as possible.”