• Class Notes

Summary

Custom Handwriting in Branding

• Custom handwritten elements are described as "trickier to do" compared to standard fonts.
• Existing handwritten fonts often look fake and inauthentic.
• Disney's signature is mentioned as an example that led to their logo.
• Digitized versions of authentic handwriting provide a more genuine feel than using handwriting-style fonts.

Color Theory in Branding

• Color is described as fundamental but "shouldn't be necessary" for core design recognition.
• Colors carry associations - for example, certain colors convey trustworthiness.
• Brand values and tone of voice inform color choices in branding.
• Tools exist to quickly develop effective color palettes for initial design work.

Cultural Considerations

• Colors have different meanings across different cultures, which is important when developing global products.
• Accessibility considerations should be factored into color technology decisions.

Brand Consistency and Expression

• Brand elements are crucial for maintaining consistency across all touchpoints.
• Brands express themselves through various mediums including packaging, signage, surfaces, speeches, and written content.
• Storytelling is highlighted as a particularly effective example of brand expression.

Notes

Transcript

Custom handwritten ones. These are much trickier to do, by the way.

The handwritten fonts that exist are not very good. They will look fake. They will not look genuine or authentic at all.

It's reflective of somebody's handwriting. Disney, same thing. I think I might be saying that this is all Disney's signature. And that's kind of what led to the logo.

So this is a digitized version of handwriting. There's no font to state that. That was just put together authentically.

That's a sort of fundamental of it. I think color obviously gets applied at some point, but it shouldn't be necessary in order to kind of...

Where they apply to brands is more to do with consistency. And the reason I'm just pointing out those four things is because...

where you maybe got an RGV value,

WeThere's accessibility, which we'll get to in a second, but in terms of color technology and how you might choose and draw different colors.

It means trustworthy, or that's the association is that it's trustworthy. That's why they go that way.

Most of the words associated with the colors, again, your tone of voice, your values, will speak a little bit to what type of tone you're going for in terms of color.

It is different in different cultures. Colors will have different meanings in different cultures. So again, if your product is something that is going to be...

So it's a quick way to get a nice color palette that you can start to work with.

There's stuff like packaging, signage, surfaces, speeches, spoken word, as much as it is written.

Story is a great example.

And then the language that they use around it as well.

and then they created this