ART 418 · Session 16 of 28 · Part II · Brand as Foundation
ART 418 16: Brand Systems: Tokens and Rules
Wednesday, October 21
What a brand system is: tokens, rules, roles, and guidelines, written for two readers, a person and a machine. Then we take a brand apart at the front of the room into color, type and spacing data, and you do the same to yours. Every decision in your brand gets restated as a rule.
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The reading
- The brief
- Creative Strategy and the Business of Designchapters 9 and 11, leading the client, and aligning target, channel, and messages, 20 pp.
- Atomic Designvideo, 30 min
What a brand system is: tokens, rules, roles, and guidelines, written for two readers, a person and a machine. Then we take a brand apart at the front of the room into color, type and spacing data, and you do the same to yours. Every decision in your brand gets restated as a rule.