As a designer I’ve found that a lot of weight, in terms of the success and failure of a new or redesigned brand, is placed on the creative process. And so it should be – you can’t discount the importance of real creative expertise. However, a look at the way the world is suggests that this is not always the most important factor.
A lot of our subconscious awareness of brands comes down to relentlessly consistent application of simple components. And of course the ubiquity provided by massive budgets. So a lot of responsibility lies with the client and the internal brand manager.
By relentless application, a brand can come to own a visual look and feel that’s recognisably theirs, even in the absence of their logo and name.
Which is why Orange is embodied in just the colours black, orange and white.
It’s why you can recognise a coke bottle with the label off.
And it’s why the Amish totally own the beard but no moustache look.