August 22 - ViCo Course: Masterclass - The Logic of Brand Identity
ViCo Professional Development Course
Overview
A brand is not a logo or a tagline, but the sum of every impression a company leaves behind, built up over years through consistent choices about how it looks, speaks, and behaves. This lecture, (title), walks through the history of branding and looks at specific cases of identity design that succeeded and failed, and what separated one from the other.
Key topics include
How branding developed as a practice, from early trademarks to the design systems companies use today.
Cases where a brand identity succeeded, and what made it distinctive rather than forgettable.
Cases where a brand identity failed, and what that reveals about the assumptions behind it.
Why certain brands from decades ago are still recognizable today, and what that persistence suggests about building something that lasts.
How past shifts in branding, from mass advertising to digital identity, connect to the choices companies make now.
Outcome
Participants will leave with a clearer picture of how branding works, illustrated through real examples of what has succeeded and what has not.
Instructor: Tom Bosschaert ( Founder, Except Integrated Sustainability | Systems architect for resilient cities, industries, and organizations | 25 years, 700+ projects, 6 continents | Creator of the SiD framework)
