What is the difference between branding and brand identity? How to develop visual identity for brands that establish lifestyle and modern culture? Two day workshop by the partner of the largest independent design studio Pentagram gives an opportunity to learn how to analyze messaging, values and tonality of brand for creating successful design-concept.
The main exercise during the workshop will be to analyze a product with fictitious A.I. and then create brand identity. Enabling product as a subject will help to perceive brand as an independent-being with unique biography, language and position in contextual landscape to define an essential framework upon which design work can be generative yet disciplined.
Workshop participants will gain insight on the following topics:
- Conducting a brand contextual landscape study for estimating opportunities and limitations of visual identity
- Identifying key attributes and qualities that should be taken into account while working on design-concept
- Defining frameworks for potential design strategies through visual analysis of a brand
- Translating key features of a brand to a range of images
- Learning essential visual expressions that communicate and are memorable
- Preparing project of brand identity in groups of 2-3 people
Natasha Jen is a partner at design studio Pentagram. Her clients have included Google, Chanel, Metropolitan Museum, Guggenheim Museum, Harvard Graduate School of Design, MIT Architecture and many institution from retail to universities. Natasha’s work is recognized for its innovative use of conventional media and challenging traditional cultural contexts. Jen is a three-time National Design Award nominee and has been profiled in publications of Wired, Kinfolk, Forbes and Print Magazine. She has served as Board of Directors of the New York Chapter of the American Institute of Graphic Arts (AIGA) until 2017. Now she teaches at School of Visual Arts and is a guest critic at Harvard Graduate School of Design, Yale University School of Art and Maryland Institute College of Art.
Pentagram is the international design studio forming as a cooperative. It is owned by twenty famous designers from different countries. All of them are working directly with clients independently or in collaboration with other studio’s partners. Pentagram belongs to Michael Gericke, the сreator of the interface of One Laptop Per Child (a project for children from developing countries), Michael Bierut, who designed the logo for Hillary Clinton’s presidential campaign, Emily Oberman, the author of brand identities of The Tonight Show Starring Jimmy Fallon and Saturday Night Live, Marina Willer, who developed visual identities for Amnesty International and other significant figures in the industry.
The workshop is designed for experienced specialists is design and marketing and everyone who wants to professionally evaluate brand identities.
Participants of the workshop are required to be skilled in G-Suite (particularly Google Slides) and Adobe Creative Suite (Adobe Illustrator). They also will need laptop with installed Adobe Illustrator and Google Account for making Google Slides.
Please note that the workshop will be held in English. Applications will be accepted until August 21. Each applicant will be contacted by the Institute’s producer to confirm participation and payment.