brand

Actively unlearning fixed brand frameworks from my early career to build more flexible systems right now:

- defining relationships between elements more important than defining the elements themselves

- semantic kit of parts is more usable than technical specifications

- one size fits all approach = one size fits none
 
- determine where a communication lives on spectrum between utilitarian function and emotional expression. Adapt the brand kit accordingly.

- brand expression doesn’t stop at guidelines and standards: it starts there

- the logo may be the most recognizable part of the brand but it’s only one part. It doesn’t need to be on every graphic. Other brand elements can create similar recognition.

- logo system > logo lockups