Evolution of Brand Identity
Big brands have fundamentally changed. They now reach huge audiences, and can do so in an instant. At a time when trust in the establishment has all but completely eroded, they’ve become political, activist and even renegade in spirit.
They also play a deep and intimate role in all our daily lives. They’re in our homes, in our faces, breaking out of the confines of their four walls. They have power and influence like never before, and touch people in diverse and uncontrollable ways.
In this context, designers need to help brands to express emotional intelligence, to feel, talk and behave with subtlety and nuance. They must respond and adapt in real-time, whilst still striving to be distinct and distinctive.
It’s no longer good enough to have a ‘visual’ identity.
Through new technology and platforms we now have a rich cocktail of visual, verbal, digital and physical assets to help tell exciting stories. The big opportunity for brand designers is how we use all these new possibilities and tools not just to make better ‘stuff’ but also make a genuine emotional connection with people, and maybe even influence people’s lives in positive way.
Chris Moody is Chief Design Officer at Wolff Olins.
Chris has partnered with some of the world’s most innovative companies to make radical and iconic brands. In his fifteenth year at Wolff Olins, he is now responsible for setting and challenging the creative bar and creating provocative design that makes the world sit up, take notice and smile.
He has worked with global organisations such as Virgin, McKinsey, Google and PwC to help them embrace new technologies and find ever more exciting ways of interacting with people. He has led teams that have created new brands from scratch, such as the UK’s biggest telecom carrier, EE. He has also worked with a series of British institutions including Tesco and Royal Mail to redefine what it means to be a mass brand for the people of the UK in 2018.
Chris is a passionate writer on the subject of design and design education
and has been published in The Guardian, Campaign, Fast Company and is a regular contributor to The Drum. He has recently spoken at Barcelona Design Week, Web Summit and on the BBC.