“Branding is about driving a big idea. It’s not about telling untruths — it’s about honing in on a brand’s core truth, and amplifying it.” — Steven Owen, Creative Director of Heavenly
By now, you’ve probably gathered that I’m a huge fan of the Computer Arts Collection, a series of six in-depth guides jam-packed with information from key areas of the global design industry. Topics covered include graphic design, typography, illustration, branding, photography and advertising.
Any of us can hop online and spend hours online doing endless image searches (and I often do), but what makes this branding issue so valuable is that it digs deeper, way beyond the surface level of aesthetically stunning graphics and delves into the design process and strategy. Since my main focus is as a brand designer, this issue was especially insightful — I particularly enjoyed the breakdown of micro branding trends (Branding Influences) because although I’ve come across a lot of the images before, seeing them distilled into specific movements gave me a focused sense of what’s striking a chord in the industry.
And at a larger scale, I found the macro trend of simplicity in branding to be fascinating. Over the last few years, there’s been a real sense of cutting out the excess visual noise and distilling a brand down to its core elements in an effort to relieve consumers of the completely overwhelming number of choices and social influences they’re constantly inundated with. Think about it: when we’re feeling overwhelmed, we often reach for what seems the most simple, honest and familiar.
Perhaps the most important area this issue touched upon is the current state of the branding industry. With brands now needing to work seamlessly across multiple platforms, it’s imperative for designers to be more informed than ever about how these pieces work together to create a solid, unified experience.
Finally, the real standout of this series is that each issue features a studio project. A leading design studio reveals their full creative process behind a project and you get to follow along, from the brief to the outcome, including video diaries. I thought this would be especially helpful for design students who are wondering what it’s like to work in a studio environment. Having worked in many, I know how different each studio can be depending on the size of the team, the size of the client and the overall corporate culture so getting glimpses of how different studios handle a project can really help all of us hone our process further.
To get your hands on the Computer Arts Collection, go here.