Branding?

Perhaps no other tool is more powerful for differentiating a product, a place, a company, an organization, or even an individual than what we have come to know as “brand.” It is a visual and psychological shorthand in a world full of choices: a way to guide, reassure, and engage an audience—and k

Branding Articles

Clearstory Rebranding: One Firm’s Creative Journey
Clearstory Rebranding: One Firm’s Creative Journey

Read Time: 6 minutes

SEGD member firm Clearstory recently won a 2021 National Marketing Communications award in the category of “Rebrand” from SMPS (Society for Marketing Professional Services) for the rebranding of their own company. This included the renaming of the 25-year-old design firm from Kate Keating Associates Inc. to Clearstory. Learn how the leadership and staff of Clearstory launched a creative journey involving more than simply the design of new logos, but included introspection about the identity and goals of the firm itself.

Designing Value: Creating Consistent and Compelling Brand Experiences
Designing Value: Creating Consistent and Compelling Brand Experiences
Lance Wyman's seminal 1968 Olympics Graphic Identity
1968 Mexico City Olympics

Thoughts and Opinions

Why Experiential Design is More Important than Ever
Why Experiential Design is More Important than Ever

DON’T CALL IT A COME BACK, WE’VE BEEN HERE FOR YEARS.

By, Tucker Trotter, President and CEO of Dimensional Innovations

Experiential design is nothing new. In fact, the art of combining interactive storytelling with environmental design to engage an audience has been done exceptionally well by several brands and organizations. So why all the recent buzz? Why are advertising agencies and consulting firms suddenly throwing it around as the latest trend?

How to Build Your Brand with Better Wayfinding
How to Build Your Brand with Better Wayfinding

Explore SEGD Award Winners

The Juilliard School
The Juilliard School
Designing Awareness with Placemaking, Goodman
Designing Awareness with Placemaking for Goodman
Deloitte Canada
Deloitte Canada
Oxford Brookes University Wayfinding
Oxford Brookes University Wayfinding

SEGD Talks - Branding videos

Emerging Designer Haiku #1: Identity: Artist as Subject, Avery Zucker
Emerging Designer Haiku #1: Identity: Artist as Subject, Avery Zucker
Dawn Hancock - Bike Brand -The Divvy Story
Dawn Hancock - Bike Brand -The Divvy Story

Branding Academic Research

The Total Package: An Interdisciplinary Approach to Package Design that Benefits Consumer Experience and Brand Perception

Branding EGD Firms

SEGD Branding Podcasts

The ideal way to learn from your desk. These courses consist of podcast recordings of webinar and workshop materials delivered by the top professionals in EGD in the SEGD community.
$10 for individual Podcasts and $30 for the Podcast collections (best value) for members. Click for content details.

Branding News

Bassetti Architects - Transformational Identity
Bassetti Architects - Transformational Identity

BTA has recently rebranded as the Transformational Advisory Group. 

Blending into the staccato of storefronts across the brick façade of the Landmarked Smith Building in Seattle’s historic Pioneer Square you will find the financial services offices of Burns Toussaint and Associates, BTA Group. One glimpse beyond the threshold and the space is visually transformed into a contemporary office inhabited by people who want to create legacies for their clients and empower their communities. 

Arthur King Consulting and MS Signs Completes Project for the The Roosevelt Island Racquet Club
Arthur King Consulting and MS Signs Completes Project for the The Roosevelt Island Racquet Club

The Roosevelt Island Racquet Club is located under the 59th Street bridge in NY. They carried out a project in 2017 to protect the structure from salt and sand falling from the bridge above.

This included a new 10’ high parapet along the Manhattan façade. Arthur King delivered concepts for the branding at that time, but it was not authorized until 2021.