Brand Design

Brands have settled in our physical and mental landscape to such an extent that it would be hard to understand this era without their presence. Some brands live among us like global giants, some are only known in the local neighborhood, some have lasted for centuries and some are born right now. But what do we really know about them? Why do snacks, cities and football teams need brands? What does it take to design one? Where do we start and how can it be done?

This course approaches the topic of brand design by understanding the brand's public image as the final result of a long process. That process involves different actors and functions, and depends on the context, the brand size and the desired positioning. There are many aspects to be taken into account and having a good idea is not enough. You also need to reinforce your individual and teamwork skills to gather information appropriately, act responsibly, plan strategically and think critically.