Living, Breathing Brand Identities
summary
Talks through concrete identity cases: redesigns that either survive or fail. Shows the Citibank arc, the High Line mark, Jazz at Lincoln Center’s relettering and the Type Directors Club experiment of redrawable concentric lines; builds a perspective grid for Windows; authors a multiweight font called Noah for The New School; invents a “million A’s” system for the Philadelphia Museum of Art; programs seasonal posters for the Public Theater that lift membership; creates Expedia’s eccentric “e”, Quad Cinema’s 3D signage and a Korean skincare plus-symbol system — some launch amid backlash, many boost recognition.
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chapters (16)
- 0:00Introduction to design
- 1:03The nature of logos
- 4:14Citibank and High Line
- 6:42Cultural institution branding
- 8:54The Met Opera
- 10:34Experimental identity systems
- 13:36Evolving Jazz at Lincoln Center
- 17:37Philadelphia Museum of Art
- 23:15Microsoft Windows redesign
- 29:53The New School rebranding
- 37:25Dr. Jart+ packaging
- 44:06Quad Cinema identity
- 47:38Expedia Group branding
- 50:26Politan Row and craphola
- 52:36The Public Theater
- 1:01:41Q&A session
