Typeverything began in Feb 2011 and now has over 100,000 followers. How did you grow Typeverything so quickly? Continue reading “70. Andrei Robu on Typeverything, Paul Rand’s Theory on Consumer Conditioning & Your Branding Strategy”
When I’m asked, ‘When do you do your best thinking?’ My answer is always, ‘When I’m not thinking.’
That is why a brainstorming session is a complete and utter waste of time for the truly creative person.
Creativity doesn’t work like that. Too much thinking jeopardizes the creative process.
A designer’s best asset is not the ability to be brand specialists, but their instinct to see the interconnectedness of the world in a humanistic way.
Typography is important because it carries the message of a brand.
Very often you can tell what a brand is going to say to you just by looking at the typography before you even read the words.
It’s not just 26 letters in the English alphabet, a brand font has to have a personality; it has to be read by a five year old as much as by an 80 year old; it has to be used in print and screen – large and small – on devices that haven’t even been invented yet.
The most valuable thing a brand can give anybody today is clarity and simplicity.
The blank page is one of the greatest challenges faced by the creative person.
When you’re creating something from nothing, the fear of failure is always there.
This will compromise your idea. You have to be supremely confident in your ability to achieve something outstanding.
Design is the glue between people and corporations.
But brands can sometimes give splintered messages and forgettable offerings that don’t excite people.
Between advertising, packaging, product design, public relations, Web communication, and the look and feel of their company’s workspaces, every message must fit together;
nothing can be left to interpretation.
It’s important to understand the history of typography.
Not every graphic designer knows this, but it’s very important because typography evolves alongside technology, and the shape of typography is created by technology.
We now have millions of different types, but not all of them are good.
If you’re in an industry where customer expectation is low, then it doesn’t take much effort to stand out from your competition.