Posted by: Just_in | October 12, 2009

Thinking aloud

After reading the article on Coca Cola’s branding director- David Butler, in Fast Company, I thought a lot about design systems- identity systems that are flexible and capable of application in a multitude of contexts. Well in relating this theory to my thesis, would a multi-level, flexible brand system work for branding a conflict? Let’s break this down.

“[David] Butler’s job has been to build a central design apparatus that is at once specific and flexible, one that can roll out across the glove without losing focus- or customers.”

  • There are two cultures to consider, both for the most part despise each other.
  • The question arises- would I be doing more harm than good in creating such an immediate visual experience of cohesion?
  • The identity system would have to maintain the purpose of the campaign: to ease tensions and create a more unified relationship

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