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 →