How Brands Are Built Podcast Summary: “Designing Brand Identity Book Launch at Noise 13”
Release Date: June 20, 2024
Event Overview
On April 25, 2024, How Brands Are Built hosted a live event at Noise 13, a strategic branding and design agency based in San Francisco, to celebrate the launch of the sixth edition of “Designing Brand Identity”. The event featured a panel discussion moderated by Rob Goodman, alongside panelists Deva Guthmiller (Founder of Noise 13), Robin Goffman (Creative Director for the Sixth Edition), and co-author Rob Meyerson. The panel delved into the intricacies of brand building, the contributions of Noise 13 featured in the book, and honored the late Alina Wheeler, co-creator of the book.
Introducing the Panel and Honoring Alina Wheeler
Deva Guthmiller kicked off the event by expressing her delight at the turnout, highlighting the community spirit among creative professionals. She acknowledged the contributions of other agencies featured in the book and shared personal reflections on Noise 13’s 24-year journey in the branding space.
Rob Goodman emphasized the significance of the event, thanking Noise 13 and partners like the Wild Women in Leadership and Design initiative from AIGA San Francisco for their support. He paid tribute to Alina Wheeler, stating:
“No one does it alone.” [07:44]
Rob highlighted Alina's pivotal role in the creation of “Designing Brand Identity,” noting her passing in December 2023 and the impact she had on the branding community. He shared personal anecdotes about Alina’s generosity and her approach to collaboration, underscoring her vision for the book as a comprehensive resource for brand strategists and designers.
Deep Dive into “Designing Brand Identity”
Rob Meyerson provided an overview of the book’s evolution, tracing its origins back to the first edition published in 2003. He explained Alina Wheeler’s motivation behind the book:
“It's the book that she wished she had on her shelf.” [08:03]
Meyerson detailed his involvement in the sixth edition, highlighting his collaboration with Alina and the transition of responsibilities following her passing. He emphasized the book’s role as an “encyclopedia of brand,” designed to be a reference guide rather than a linear read.
Robin Goffman shared her journey with the book, recounting her initial involvement during her sophomore year in college and her enduring connection with Alina. She reflected on the importance of organization and collaboration in producing such a comprehensive volume:
“Collaboration is just a really magical thing.” [25:49]
Case Study Spotlight: Adventure by Noise 13
The panel discussed Noise 13’s featured case study, Adventure, illustrating the nuanced differences between branding a new company, refreshing an existing brand, and executing a full rebrand.
Deva Guthmiller explained Adventure’s branding journey:
“It was more than just video. It was about creating experiences and interaction and changing and evolving with your customer.” [10:41]
She outlined the project’s unique position between a new brand and a refresh, emphasizing the need for a flexible identity system that mirrored Adventure’s dynamic interface. Deva highlighted the collaborative efforts, bringing in strategists and creative talents to ensure a comprehensive brand solution.
Rob Meyerson added depth to the discussion by differentiating brand new projects, refreshes, and rebrands, noting the delicate balance required to maintain brand equity during a rebrand:
“One of the biggest mistakes you can make with a brand is to change something unnecessarily.” [15:39]
This insight underscored the strategic considerations essential in brand management, reinforcing the importance of consistency and thoughtful evolution in branding efforts.
Honoring Alina Wheeler’s Legacy
A significant portion of the discussion was dedicated to commemorating Alina Wheeler’s contributions and personal legacy. Robin Goffman shared heartfelt memories and lessons learned from working closely with Alina, emphasizing her generosity and collaborative spirit:
“Generosity can get you very far... Collaboration is just really a magical thing.” [25:49]
These anecdotes highlighted Alina’s influence on the branding community and the enduring impact of her work through the “Designing Brand Identity” series.
Trends in Branding and Brand Design
The panel explored current trends and future directions in branding, drawing from insights gathered during the book’s research phase.
Deva Guthmiller observed a shift towards holistic brand experiences, where consumers demand more accountability and meaningful interactions beyond mere visual identity:
“Consumers are being more picky and more aware and holding brands accountable for the entire experience.” [36:36]
Rob Meyerson discussed the democratization of brand education, noting the rise of accessible resources and the role of AI in shaping brand practices:
“AI is also kind of coming in and resulting in both way lower quality work that's done by AI... and also higher quality work because it's taking out some of the grunt work.” [37:44]
Robin Goffman highlighted the continued relevance of comprehensive branding resources, despite the increasing accessibility of brand education:
“Branding as a whole is just so much more accessible in a way that I don't think it has been in the past.” [39:41]
These perspectives collectively emphasized the evolving landscape of branding, balancing technological advancements with the enduring principles of strategic brand management.
Conclusion and Closing Remarks
As the panel wrapped up, Rob Goodman invited audience participation for a Q&A session, fostering an interactive and engaging environment. The discussion concluded with acknowledgments to Noise 13, the panelists, and the supportive community attendees.
Deva Guthmiller encouraged attendees to continue networking and exploring the newly launched book, while Rob Meyerson provided additional resources for further engagement:
“To learn more about designing brand identity, you can visit dbibook.com.” [41:54]
The event underscored the collaborative spirit of the branding community and celebrated the enduring legacy of Alina Wheeler through the continued evolution of “Designing Brand Identity.”
Notable Quotes
- Rob Goodman: “No one does it alone.” [07:44]
- Rob Meyerson: “One of the biggest mistakes you can make with a brand is to change something unnecessarily.” [15:39]
- Robin Goffman: “Generosity can get you very far.” [25:49]
- Deva Guthmiller: “Consumers are being more picky and more aware and holding brands accountable for the entire experience.” [36:36]
- Rob Meyerson: “AI is also kind of coming in and resulting in both way lower quality work that's done by AI... and also higher quality work because it's taking out some of the grunt work.” [37:44]
- Robin Goffman: “Branding as a whole is just so much more accessible in a way that I don't think it has been in the past.” [39:41]
Further Resources
- Designing Brand Identity: Visit dbibook.com or find it on Amazon.
- Noise13: Explore their work at noise13.com.
- Panelists’ Profiles:
This comprehensive summary encapsulates the key discussions, insights, and memorable moments from the “Designing Brand Identity” book launch event, providing valuable takeaways for branding professionals and enthusiasts alike.