The strategic framework of a brand anticipates the creative development of graphic, grammatical and/or sensorial aspects that gravitate around the creation, implementation and maintenance of a brand. In the theoretical basis, we identify the conditions that make a brand opt by different levels of change (restyling or rebranding) and the processes behind the strategical task of giving a name (naming).
We address different models of brand architecture and identity systems’ analysis. All conceptual approaches will be exemplified through real and practical cases, where we explore the creative development of naming and the identification and rehearsal of visual camps development, always together with a doses of subjectivity – let us recall we are in the creativity field.
The objectives of this course focus on the identification of different grades of change and complexity around an identity and of diverse elements in an identity system (as logotypes or symbols, typography, chromatic and formal assets, types of graphic and/or audiovisual reproduction), and on the comprehension of brand guidelines, from the simplest to the most complex and dynamic ones.
Information available soon.