Just reading the Wally Olins Brand Book at the moment - incredibly interesting and truthful. It's written with true artistic style.
The late Olins appears not to have wanted to gain specifically from the publication but more to pass on his wonderful life experience of understanding and creating brands.
I really like his understated, 'buzz-word-bingo' free style. Even as a book, it's away from fads and trends and seeks to operate in an environment where really great ideas (and people) sit. I've always believed that 'good design' is so because of this. Good design functions as a solution to a problem, that is all. The longer it is able to function for, the better.
In my area, 'brand design', should be able to enjoy a long life; attracting a constant wave of new consumers, seamlessly transcending, able to communicate a consistent message and tell a great story.
When you look at brand architecture; corporate, endorsed or branded, they all share these common factors even though they are driven by differing levels of scale and strategy.
Often described as 'Just a logo' by today's 'savvy' consumer is a true testimony to the great people in my industry. These are the people that have helped to influence and build global economies by providing choice, creating brand loyalty, sometimes 'beyond reason'.
Logos are the heart beat of a brand - they are a projection of the entire brand feeling; good, bad or ugly. They have the ability to make you feel good about your shopping decisions in the process and make your life 'a little bit better'.
To add my own spin on a Paul Rand quote: The fact that people in general are seeing all this as being so simple is why designing brand identities, is in fact, so complex.
Simon Bell,
Director, Sensation Creative.
