HD Talks

December 4th, 2017

Brand Identity: The DNA Behind Design

Posted by on December 4, 2017 in Events, Trends

Panelists included Paula Scher, Terry Young, Arne van Oosterom, and Debbie Millman

The Pratt Institute held its second Design Symposium at the TimesCenter in New York where designer and professor Marc Rosen led a panel including Debbie Millman, brand consultant, educator, and artist; Paula Scher, designer and principal at Pentagram; Arne van Oosterom, founder and partner of DesignThinkers Group and DT Academy; and Terry Young, CEO of Sparks & Honey, to discuss the marriage between design and brand identity. They dug into how to build a successful brand, highlighting “the crossover of design as a state of mind in every discipline,” notes moderator Rosen.

Millman kicked off the presentations, sharing her philosophy: A brand is what allows you to understand a company, but the design shows you what it can do. There are four critical concepts that lead to good branding, she says: cultural anthropology, behavioral psychology, economics, and creativity. Sparks & Honey’s Terry Young delved deeper into cultural anthropology, explaining “To design great brands today, you have to be culturally relevant. Continue reading →