ART 418 16: Brand Systems: Tokens and Rules

Wednesday, October 21, 2026 · Workshop

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.

Read before this class

- Davis, Creative Strategy and the Business of Design. chapters 9 and 11, leading the client, and aligning target, channel, and messages, 20 pp. - Frost, Atomic Design. video, 30 min.

Handed out

- Reading for Brand Systems: Voice and Language, read by Monday, October 26, 2026.

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Class 16 of 28, ART 418, The Business of Design, Charleston Southern University, Fall 2026.