Most brand campaigns embody a universally recognized character, many of them based from Jungian psychology. Brand designers and strategists insert common archetypes into a brand’s ethos to create an identity that connects with customers. In Margaret Hartwell’s book, Archetypes in Branding, and in her online course, Strategic Brand Development, she analyzes 60 different common archetypes found in...
Steven Heller talks with author M.C. Hühne about the design history of Pan Am.
Sagi Haviv discusses principles of identity design as they manifest in trademarks created for educational institutions.
PRINT's Designer of the Week Mackey Saturday, creator behind the Instagram logo and many a brilliant logo, recently joined Chermayeff & Gesimar & Haviv as a principal.
The work of Lippincott's Rodney Abbot provides for brilliant brand identity examples—think Avianca, Southwest and a collaboration with Monotype.
We may be on the verge of losing our letterheads, but even in the digital space they still have relevance. Here are a few Steven Heller found in Rome.
If you were insured for anything during the early 1900s, you'd get a special bonus: flamboyant typography. Steven Heller looks at the golden age of insurance policy design.
Sagi Haviv explores the benefits and drawbacks to choosing a wordmark over a symbol in identity design.
Designer Gerry L'Orange recently returned from a trip to Havana, where he surveyed classic Cuban street type.
Candidates are making their announcements and will soon seek to win the hearts and minds of Americans with their words, actions … and campaign logos.