Simon runs a company called ‘someone’ in london which is specialised in launches and relaunches. Within the last couple of years he has observed that the traditional understanding of branding does not work nowadays. Branding does not only need to be liked and stand out, today it also needs to be useful.
Successful design is connected to society. People don’t just buy, they own a brand. On social networks a conversation starts and suddenly a brand is public. If you don’t work with the community, it can happen that people start hating it, and in the worst case even kill it.
In order not to get slapped from the Internet, Simon recommends to stand for something and have principles. Don’t ‘DO’ social, ‘BE’ social! Create tools to get people involved. In branding you need to give more than you take. Invite people to participate. Most brand values are anti social, this doesn’t work any more. It’s not about being consistent, but coherent. Create coherent conversation. According to Simon, contemporary logo branding is dying.
Showing some of his projects (such as the Maritime Museum or the Olympic character system), he proved, that you don’t need a logo as such, but a good coherent idea, that also involves society to develop it even further.
We need more magic not logic.
What else can be added to that.
By Julia and Sandra / Graphic Birdwatching