Brand identities are supposed to be built to last. The reality is that most identity programs – no matter how well strategized, crafted, and tested – are merely guesswork. It’s impossible for a designer to know what cultural, political, economic, and technological shifts will occur in the future. Join Pentagram Partner Paula Scher as she debunks the myths about identity design through a series of case studies.
How and why logos are crafted in specific ways.
How audiences can shape the way an identity is perceived.
How an identity program can change with the times.
Why brand manuals are mostly useless in the long run.