Open Lectures - Higher Education Course in Brand Mutation

Partecipate in the Open Lectures of the Higher Education Course in Brand Mutation. Rethinking the creative processes for developing brand identity systems.

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1. Brands as ecosystems
Mon 04-10-2021 – 17.00-19.00 hrs
Kontrapunkt – Philip Linnemann (DK)

The holistic nature of what constitutes a brand can be seen as a biological ecosystem. A multichannel network of connections and interactions. A simultaneous presence on various platforms, to create a consistent experience across touchpoints, applications, and devices, with interconnecting narratives and messages that move from one tool to another.

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2. Brands and change
Tue 05-10-2021 – 17.00-19.00 hrs
Stockholm Design Lab – Greg Brown (SE)

“Change is the only thing you can count on”. The world constantly changes and evolves, and so must brands to stay relevant. Originating as a visual language that is endlessly adaptable and flexible, design presents a program for advancement. The real power of design is when it becomes a catalyst through which a brand continually transforms and develops itself.

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3. Brands and cities
Wed 06-10-2021 – 17.00-19.00 hrs
Thonik – Nikki Gonnissen (NL)

The urban environment that makes up cities reflects human needs and values. Branding can be hypothesized as a strategy for defining a new shared sense of belonging that for example can bond citizens to its city. Brands have the potential to create social inclusiveness, a common sense of belonging that members of both majority and minority communities can relate to. Branding can help cities making culture visible.

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4. Brand Mutation Webinar
Thursday 07- 10 -2021 – 17.00-19.00
Marina Willer – Pentagram (UK)

Marina Willer, graphic designer and film maker, has led projects for Tate, Amnesty International, Southbank Centre, Serpentine, Oxfam, Nesta, Richard Rogers, Macmillan, Maggie’s, Battersea, the Opera Ballet of Flanders and Rolls-Royce Motorcars. Marina and her team, among others, designed the space, graphics and animation for the ‘Stanley Kubrick’ exhibition at Design MuseUM. “Red Trees”, her first film, about the story of her family’s escape from the Nazi occupation of Prague to Brazil, premiered in 2017 at Cannes and was distributed globally by Netflix. An AGI member, she has been on the jury in prestigious design awards and has won major awards, including Design Week’s Hall of Fame in 2018.

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5. Brands and stories
Mon 11-10-2021 – 17.00-19.00 hrs
Lava – Hans Wolbers (NL)

Stories are a fundamental part of our nature. We have been telling stories for centuries. We find it easier to remember information that is structured by means of a causal connection. About twenty years ago the commercial sector discovered the power of stories. They called it “storytelling”. Companies tell us their “brand story” – to win our customer souls. Unlike books with lineair plots, brands stories evolve over time and are (visually) expressed through many channels. Wherever people encounter a piece of the narrative they should be
able to enter the story’s flow and experience the brand through it.. The real power of storytelling is often being misinterpreted. The word “storytelling” has become such a hype that it has led to a lot of fake stories that do the brand no good at all. You cannot design or superimpose stories that are unreal. Only REAL stories make REAL brands.

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6. Variable brands
Tue 12-10-2021 – 17.00-19.00 hrs
Studio Dumbar – Liza Enebeis (NL)

The concept of variable identity has changed thanks to digital technologies and creative coding practices. This webinar looks into design systems for variable or “living” brand identities that are in motion and can change in color, pattern or shape. These identities can be “open” in a sense that they are generated by external data or follow a system carefully created and controlled by the designer.

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