Blueprint of a Brand: A Design Manifesto

NOAH ALEJO JACOB JUNXIANG MARIELY MARQUEZ
blueprint OF A:
Warning: Following formulas will kill your brand.

by Noah Alejo
help provided by ChatGPT

Recently, many brands have pushed minimalism to its extreme,
resulting in an unsettling homogeneity within the branding landscape.
Numerous brands have forsaken their unique attributes in their eagerness
to conform, contributing to a disconcerting sameness. What initially emerged as
a reaction to the visual clutter of early internet design has paradoxically fueled a
crisis of identity in the modern era.
The Imperative of Standing Out in the Modern Branding
Landscape
Brand loyalty transcends the mere exchange of products; it hinges on emotional
bonds and resonance. Therefore, brands must distinguish themselves, make
memorable statements, and emotionally engage their audience.
fig. 1
In modern consumerism, a troubling trend has surfaced—an increasing visual
uniformity among brands. It’s almost as if they’re all drawing from the same
blueprint, saturating the market with a monotonous sea of brands lacking
distinctiveness and excitement.
Minimalism: A Dual-Edged Sword
Minimalism, renowned for its devotion to simplicity, brevity, and a laser-like
focus on essential elements, boasts its merits in the world of branding. This
design ethos, marked by clean lines and crystalline clarity, exudes an air of
sophistication and timelessness. Yet, like any instrument, it can be wielded with
precision or deployed clumsily.
fig. 2
A. calligraphic look, implies
history
B. hyphen
C. tails, implies hand lettering
Consider iconic brands such as Apple and Coca-Cola. They are cherished not
merely for their products but for their distinct personalities and storied legacies.
Apple, renowned for groundbreaking innovations, stands out in the technology
sector due to its design philosophy. On the
other hand, Coca-Cola’s enduring red logo
and classic bottle shape evoke nostalgia
and an all-American tradition. These brands
celebrate their distinctiveness, leveraging it
to cultivate deep consumer connections.
A. bite taken from apple
B. apple shape, connection to
Issac Newton
C. leaf
8 fig. 3
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The Neglected Art of Storytelling in Brand Identity
One potent avenue for infusing creativity into branding is storytelling. Every brand
possesses a unique narrative, whether it’s a tale of innovation, resilience, or
a steadfast commitment to a particular cause. Regrettably, many brands have
relegated storytelling to the shadows in favor of the broader minimalist agenda.
Storytelling imparts context, depth, and character to a brand’s identity, akin to
how medical history provides crucial insights into a patient’s condition. It enables
brands to convey the “why” behind their existence, values, and vision, fostering
an emotional connection with consumers. Storytelling allows brands to engage
with their audience on a deeper level, transcending the transactional aspects of
commerce.
Injecting Vitality and Innovation: A Remedial Approach
To reintroduce creativity into branding, brands must venture beyond the
conventional and embrace imaginative elements. This infusion of vitality can
manifest in diverse ways, including innovative packaging, immersive in-store
experiences, captivating online content, and interactive promotional campaigns.
Navigating the Path Forward: Striking a Harmonious Balance
Advocating for heightened creativity in branding calls for a nuanced approach.
Not all brands should forsake minimalism or gravitate toward ostentatious,
attention-seeking designs. Minimalism still holds value, especially for brands
seeking to communicate the virtues of simplicity, efficiency, and sustainability.
The crux lies in harmonizing minimalism and creativity, ensuring the visual
identity and messaging coalesce seamlessly with the brand’s essence and
values. Brands should invest in market research to fathom the preferences
of their target audience, harnessing these insights to craft meaningful and
distinctive experiences.
Conclusion: A Forecast for a Branding Renaissance
In an era where brands teeter on the brink of becoming indistinguishable,
there exists a unique opportunity for them to stand out—not by clamoring for
attention but by narrating their stories with authenticity and creativity. The epoch
of uniform, minimalist branding has reached its zenith; the time for a branding
renaissance is at hand.
Consumers crave brands that dare to be distinct, that infuse life and creativity
into their identities. Brands must embrace their uniqueness, convey their
narratives with conviction and clarity, and establish profound connections with
individuals. In doing so, they will revitalize their identities and rekindle the spark
of innovation within the branding domain, reminding us all that creativity and
authenticity continue to wield the power to captivate hearts and minds, much like
a potent elixir in the marketing realm.
fig. 4
A. blackletter typeface
B. synonym of water
C. kills thirst
D. heavy metal look
Consider the ascendancy of experiential marketing, where brands curate
memorable real-world encounters for their clientele. These experiences
transcend traditional advertising, etching indelible imprints on the consumer
psyche. Brands like Nike have transformed shopping into an adventure through
their flagship stores, while Red Bull has redefined its image through extreme
sports and daring exploits.
10 11

The Illusion of Transparency: When Brands
Overshare and Underdeliver by Jacob Junxiang
The Illusion of Transparency in Branding
In today's digital age, the concept
of "transparency" has become a
buzzword for many brands, hoping
to foster trust and loyalty among their
consumers.
This push for openness has ushered
in an era where companies strive to
be perceived as genuine, candid,
and trustworthy. This intersection
of transparency, authenticity, and
branding raises critical questions for
companies navigating the complex
landscape of modern consumer
relationships.
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Understanding the Illusion of Transparency
The Repercussions of Underdelivering
In the branding realm, this manifests
as companies oversharing information,
assuming that this will make them
appear more genuine and trustworthy.
The rise of social media has only
amplified this notion, as platforms
encourage 'behind-the-scenes' insights
and continuous updates, pressuring
brands to consistently share.
While the quest for authenticity in
branding is noble, it must be navigated
with discernment. Brands need to
recognize that true transparency is
not about oversharing but about being
genuine, relevant, and consistent in
their messaging and actions. Only then
can they truly foster trust and loyalty
among their consumers.
14 15

Trends Do Not Equal Brand Solutions
Issue no. 1, Article III
Research Thesis
October 3, 2023
fig. 1
that “funky” colovr palette will
not look good forever.
fig. 3
stop being a copy cat designer.
its not good for you.
fig. 2
nothing wrong with being inspired,
just make informed choices.
brand
soltuions.
by Mariely Marquez

Trends Do Not Equal Brand Solutions
Issue no. 1, Article III
Research Thesis
October 3, 2023
fig.1
trends do not always fit the needs
of the brand.
In a creative sphere as ever-changing and fast-paced as that of graphic design,
exciting new design concepts flood our social feeds every day. Every so often, we
view a design idea that seems so cutting-edge and inspiring that we can’t help but
want to try it out for ourselves. Except- one interesting design quickly becomes 10
designs that use that same concept. Before we know it, it seems like everyone has
incorporated that concept into their own work, and it all starts to blur together.
Graphic design trends gain popularity because they are visually appealing and
contemporary. When everyone takes part in a trend, it may start as a creative
inspiration. However, when fleeting trends are applied to design problems requiring
long-term solutions, designers risk the brand’s authenticity, relevance, and
homogenize the market.
18 19

Trends Do Not Equal Brand Solutions
Issue no. 1, Article III
Research Thesis
October 3, 2023
fig.2
trends are fleeting and
will wither over time.
time progression
“T” = Design Trend
When thinking about branding, we’ve been taught that we need to create systems
that will not only represent the brand accurately, but will be sustainable for at least a
few years. Design trends are transient in nature. What we may consider interesting
today, might be considered cliche tomorrow. To make a brand “trendy” may appear
as a good tactic to make your design visually appealing. But after that appeal wears
off, you’re left with a look and feel that no longer serves the brand, and you could
realize that the trendy color palette doesn’t actually make sense for the company.
Of course, trends exist within branding too. If you think about how to brand a
bottled-water company, is your first instinct to use cool tones and a clean,
sans-serif font? When we compare Aquafina, Dasani, and Fiji labels, we see how
homogenized brands come to be through common design choices. But if we look at
Liquid Death, we don’t necessarily think “water company” at first glance.
Design trends can inadvertently stifle creativity, sidelining innovative and custom
design abilities. Relying on trends can become a crutch that hinders the exploration
of unique and tailor-made solutions that might better suit the brand’s specific
needs. Additionally, there is a risk of homogeneity when multiple brands in the
same industry adopt the same trendy design elements, making it challenging for
consumers to distinguish between competing brands. Overcomplicated trends can
hinder communication, and lack of timelessness may lead to constant rebranding,
resulting in inconsistency and brand confusion.
The brand is more than just a logo or a color scheme; it represents the company’s
values, mission, and identity. Blindly adopting a design trend that doesn’t align
with these core elements can create an image that is inauthentic and irrelevant.
Consumers are astute and can detect when a brand is merely trying to ride a trend
wave without a genuine connection to it. Such inauthenticity can erode trust and
loyalty among your target audience. Don’t be blind.
20 21

Final Warning: Following formulas will kill your brand.