The Elements of Brand Design

Branding is an intricate blend of elements like form, color, typography, imagery, sound, and motion, all working together to shape our perception of companies and products. This fascinating domain is explored through an analysis of well-known brands such as Netflix, Instagram, Nike, and Deutsche Bank, as this book dissects their design DNA. Since the late 1800s, products have been identified by symbols and names, soon followed by the introduction of corporate colors and custom typefaces, along with consistent styles for promotional materials. With the dawn of the digital age, new media, brand touchpoints, and consumer experiences emerged, demanding that today’s designers and brand managers re-evaluate long-standing principles for these modern contexts. The selection of work featured here highlights that successful brand creation and redesign are based on unique concepts and original visuals. Compiled by Jens Müller and Katharina Sussek, the book presents over 100 case studies across 17 chapters. It also includes in-depth interviews with renowned designers Paula Scher and Michael Bierut from Pentagram, who have played pivotal roles in creating some of the world's iconic brands. From developing logos and pictogram systems to incorporating sound, motion, and generative AI, this volume offers a comprehensive look into the dynamic workings of creative studios and in-house design teams on a global scale, making it an engaging and essential read on modern branding.