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bookmark_borderWhat Is Branding? 4 Minute Crash Course.

What is branding? A brand is not a logo. A brand is not a product. A brand is not a promise. A brand is not the sum of all the impressions it makes on an audience. A brand is a result–it's a person's gut feeling about a product, service or company. It's in their heads and in their hearts. A brand is your reputation.

Listen to the whole talk on our podcast
https://thefutur.com/podcast/073-deep-dive-branding-sales-creativity

Check out the full conversation with Marty here: https://youtu.be/dpZfNNYUZEc

Marty Neumeier started as a graphic designer and copywriter in the 1970s. In 1984, when the Macintosh launched, he moved to Silicon Valley to help companies like Apple, Netscape, HP, Adobe, and Google build their brands.

"Your brand isn’t what you say it is. It’s what they say it is."

http://www.martyneumeier.com/

Books by Marty Neumeier
The Brand Gap – https://amzn.to/2Q26Kh4
Zag – https://amzn.to/2M2dwly
The Designful Company – https://amzn.to/2r24ttz
Metaskills – https://amzn.to/2Z8GJAR
The 46 Rules Of Genius – https://amzn.to/34vpHO8
The Brand Flip – https://amzn.to/35AJf4Y
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👉Subscribe: https://goo.gl/F2AEbk
👉See our Academy Channel: https://goo.gl/vB9zoP

Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:
https://goo.gl/bRt5qd

🎙 Futur Podcast: https://thefutur.com/podcast/
✍️ Futur Blog: https://thefutur.com/blog/


Love the content? Become a sustaining member for $5/mo today.
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BOOKLIST –
Essential Reading for Creative Professionals: https://bit.ly/biz-booklist
Essential Design Books: https://bit.ly/futur-design-books

Kits & Proposals:
https://goo.gl/mSjuWQ

Visit our website:
https://www.thefutur.com

FREE resources:
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Mandarin (Chinese) Subtitles on UiiUii
https://uiiiuiii.com/?s=the+futur


We love getting your letters. Send it here:
The Futur
c/o Chris Do
1702 Olympic Blvd.
Santa Monica, CA 90404
USA


AFFILIATE LINKS*

🙏 Support The Futur by purchasing through our affiliate links:
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Webflow: http://bit.ly/2EbET9l
Retro Supply Co.: http://bit.ly/2GW8gzR
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Design Cuts: http://bit.ly/2GSsAR3

✍️ Sharpen your skills by taking a course, using our affiliate links:
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🎧 Do you like the music? Check out the music libraries we use in our affiliate links below:
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Artlist: http://bit.ly/2uWdna7

Get our FAVORITE notebook from Baron Fig: https://baronfig.com/?ref=zQoKL

*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.


Host– Chris Do
Content Director– Matthew Encina
Cinematography– Mark Contreras, Stewart Schuster, Ricky Lucas, Jona Garcia
Live Editor– Jona Garcia
Editor– Stewart Schuster, Mark Contreras, Ricky Lucas, Jona Garcia
Social Team: Elle Money, Alex Burlui
Futur Theme Music – Adam Sanborne http://www.adamsanborne.com
Typefaces: Futura, DIN, Helvetica Now, Calibre, Knockout, Champion Gothic
Futur theme song— Adam Sanborne

bookmark_borderIDENTITY DESIGN: BRANDING

What's the difference between identity design and branding? Is a logo a brand? What is a brand?

3 things you might not know about identity design and branding from Executive Creative Director Chris Do.

👉Subscribe: https://goo.gl/F2AEbk

Annotations

01:36 Identity versus branding
04:28 Branding is only what others say/feel that you are
07:45 Think more, make less
09:43 How to define the brand
12:30 Putting together logo examples
13:59 Let's Design & Sketch
19:20 Common mistake: depending only on the computer
20:38 Find designers with a deep knowledge of a subject rather than do it yourself.
22:26 Working through logo examples, and hand off the example to your choice designer
26:45 Summary

Media Drop

The Brand Gap – Marty Neumeier
Story: Substance, Structure, Style, And The Principles Of Screenwriting – Robert McKee

Special Thanks to our Sponsors:

Shutterstock – http://www.shutterstock.com
Media Temple – http://mediatemple.net
This is Ground – http://thisisground.com

Links Discussed in This Episode:

CORE Really Explained: https://www.youtube.com/watch?v=e4BEt_o9bCk

CORE Brand Attributes Webinar: https://www.youtube.com/watch?v=5l4i3PZucHI

CORE Defining the Brand: https://www.youtube.com/watch?v=e916gMCWVKI

CORE session Alignment: https://www.youtube.com/watch?v=uOeIG_WDesw

_________________________________________________
👉Subscribe: https://goo.gl/F2AEbk
👉See our Academy Channel: https://goo.gl/vB9zoP

Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:
https://goo.gl/bRt5qd


Love the content? Become a sustaining member for $5/mo today.
https://goo.gl/nwekfL

BOOKLIST –
Essential Reading for Creative Professionals: https://bit.ly/biz-booklist
Essential Design Books: https://bit.ly/futur-design-books

Kits & Proposals:
https://goo.gl/mSjuWQ

Visit our website:
https://www.thefutur.com

FREE resources:
https://goo.gl/Qh6gHr

Mandarin (Chinese) Subtitles on UiiUii
https://uiiiuiii.com/?s=the+futur


We love getting your letters. Send it here:
The Futur
c/o Chris Do
1702 Olympic Blvd.
Santa Monica, CA 90404
USA


OUR AFFILIATE LINKS
Webflow: http://bit.ly/2EbET9l
Retro Supply Co.: http://bit.ly/2GW8gzR
Skillshare: https://goo.gl/YCo2uT
Amazon: http://bit.ly/thefuturishere
Creative Market: https://goo.gl/g4jlTE
Design Cuts: http://bit.ly/2GSsAR3
Epidemic Sound: http://share.epidemicsound.com/thefutur
Bring Your Own Laptop Tutorials: byol.me/thefutur

By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.


🎙 Futur Podcast: https://thefutur.com/podcast/
✍️ Futur Blog: https://thefutur.com/blog/
Jose Caballer: http://bit.ly/josecaballerTwitter
Chris Do: http://bit.ly/theChrisDoTwitter

Purchase a CORE Kit: http://bit.ly/myskooltools

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*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.

bookmark_borderLogo Design Process with a Client – Building A Brand, Ep 6

What is logo design? How do you design a logo for your company? What is the logo design process? How do you present your logos to clients?

A Logo helps identify a brand in the simplest way possible. It can convey emotion, reputation, and a plethora of other feelings about a brand. When done right. In this episode, Creative Directors Matthew Encina and Ben Burns will work with designers at Blind– Emily and Min, to create logo explorations for Hamilton based on the visual direction the client has chosen. A new designer, Emanuele Ricci, will join the group and work on a hand-lettered logo to try and match the craftsman aesthetic Josh and Crysten have expressed a fondness to.

🎬 Episode breakdown:
00:51 – Previously On
01:21 – The Designers get their assignments
01:38 – Refining the final Stylescape
02:00 – What is the Logo Design process?
02:48 – Emanuele Ricci's background
03:27 – Emily presents her first round designs
05:10 – Min presents her first round designs
05:34 – Why have a simple, easily identifiable mark in the logo?
07:07 – Emanuele presents his first round designs
10:57 – Matthew and Ben decide to focus on the hand drawn logo
11:30 – Ben and Matthew give feedback on Emanuele's work
13:05 – Ben and Matthew present the first round logo's
13:41 – Breakdown of the 4 logo's being presented
15:00 – Josh and Crysten give feedback
17:18 – The group talks about colors
18:55 – Matthew works with Emanuele to revise the horseshoe logo
20:22 – Ben sends off the revisions to Hamilton
21:06 – Josh replies back with an unexpected curveball
24:08 – On our next episode


✍️ Want to learn our logo design process? Take our course: http://bit.ly/FuturLogo

👉 Need high-quality mockups for your next branding project? Find them through our Creative Market Affiliate link: https://goo.gl/g4jlTE

👉 Learn how to pitch your ideas to clients. Get The Pitch Kit: http://bit.ly/ThePitchKit

🗣 Want to learn how to brief your team and manage your projects? Take our Practical Project Management Course: http://bit.ly/2Whe6yk

🎧 Do you like the music? Check out the Epidemic Sound music libraries we used in this video through our affiliate link*: http://share.epidemicsound.com/thefutur


🖥 Watch the series playlist: http://bit.ly/BuildingABrandShow

Follow us:
@mrbenburns
@matthewencina
@thefuturishere
@manuricci_ (hand lettering artist)

Learn more about Hamilton Family Brewery:
https://hamiltonfamilybrewery.com/

#BuildingABrandShow #BrandStrategy #Stylescapes #TheFutur


A note on Stylescapes:
The “Stylescape” (mood board) is the digital version of the old tear sheets in a client presentation. Because we are only using the work to educate and help our client understand the style it prefers, and then creating new and original works for the client once we understand this preferences in style, we are not recreating the already published works. Fair use under copyright law promotes freedom of expression by permitting the unlicensed use of copyright-protected works in certain circumstances. In our video, we are using the sample material for reference and an educational experience, a use different from the original purpose of the samples, to sell products and services. This is the type of use that is is permitted under copyright.

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👉See our Academy Channel: https://goo.gl/vB9zoP

Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:
https://goo.gl/bRt5qd

🎙 Futur Podcast: https://thefutur.com/podcast/
✍️ Futur Blog: https://thefutur.com/blog/


Love the content? Become a sustaining member for $5/mo today.
https://goo.gl/nwekfL

BOOKLIST –
Essential Reading for Creative Professionals: https://bit.ly/biz-booklist
Essential Design Books: https://bit.ly/futur-design-books

Visit our website:
https://www.thefutur.com

FREE resources:
https://goo.gl/Qh6gHr

Mandarin (Chinese) Subtitles on UiiUii
https://uiiiuiii.com/?s=the+futur


AFFILIATE LINKS*

🙏 Support The Futur by purchasing through our affiliate links:
Amazon: http://bit.ly/thefuturishere
Webflow: https://webflow.grsm.io/thefutur
Retro Supply Co.: http://bit.ly/2GW8gzR
Design Cuts: http://bit.ly/2GSsAR3

✍️ Sharpen your skills by taking a course, using our affiliate links:
Skillshare: https://goo.gl/YCo2uT
School of Motion: http://bit.ly/futur-som
Bring Your Own Laptop Tutorials: https://byol.me/thefutur

*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.


Host– Chris Do
Content Director– Matthew Encina
Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor– Stewart Schuster, Kevin Ramlal
Social Team: Elle Money, Alex Burlui
Futur Theme Music – Adam Sanborne http://www.adamsanborne.com
Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song— Adam Sanborne