The Engine Room

The Business of Brand

Lesley Gulliver - Managing Director Darren Evans - Designer/ Editor/ Founder

The business helps small business, public sector etc. 

This lecture was really interesting as they discussed brands from their logo designs to the experience they have had with the business. To show how this is important they use a graph basically and they moved around the business' on this graph. It was interesting to see that your own personal perception and experience of the business changes the place on the graph. I found that from a purely graphic design point of view the high end brands are the brands with the simplest logo, as their name basically does it all for them. 

They then discussed how some brands don't really know where they fit in the market as their logos are quite low on the graph due to their design but their experience and business as a whole can be quite high end so they move around. The business' that know where they fit never move. I learned that talking about your experience or getting a customers experience feedback can allow a different kind of conversation. This allows you to then create a piece of design that won't fall flat and won't dislodge this business. It helps you understand the business as a whole and understand what the customer and the owners want. 

The diagram above is what The Engine Room use to create their work, this allows them to get deep into the business and understand the business and brand as a whole, at The Engine Room they believe that " Business and brand can't be divorced" which is understandable as the brand is the business' face If you like so this has to show what experience they want you to have.