Skip to content

Brand New Inspiration

By Chad Gordon | September 28, 2017

Chad Sep Blog

Recently, I attended the Brand New Conference in Chicago, a “two-day event on corporate and brand identity with some of today’s most active and influential practitioners from around the world.”

I’ve been to countless design conferences, but it had been quite some time since my last. To me they had become tedious portfolio reviews offering little insight into the challenges, the big-picture, or the strategy behind design. “See this award-winning logo I designed?? And then I designed this award-winning website! I’m great, right?” Meh.

Brand New sounded… new. It did not disappoint.

I found real insight and confirmation for my feelings about where the world of branding is heading. Here are just a few of my takeaways:

1. Brands must be even more visually diverse.

Logos need to be contextually adaptable. They are no longer static symbols on the top of a website or a brochure. I saw logos that were alive, in motion, infused with color and/or incorporating a variety of marks.

One of the more revelatory descriptions of this concept came from Laura Stein of the Sid Lee Agency. When talking about identity systems she worked on for the Ontario College of Art and Design and Sonos, she said, “We try to design a strong anchor and orbiting dynamic elements.”

I’ve been searching for a way to describe this approach, and she stated it perfectly. I love the idea of the strong anchor – an element that maintains a stable, static foundation – while the orbiting elements change and fluctuate.

A visual brand does not, however, end with a logo design. The “orbiting dynamic elements” don’t have to just be part of the logo. Photography, illustration, typography, color etc. are critical elements to telling a brand’s unique story.

2. Be more fearless.

This theme was either stated directly or hinted at by most of the speakers. Personally, fear may not be the right word for how I feel at times. Dismissive is probably more apt. When brainstorming, we’ll come up with some pretty crazy cool ideas. But they are often dismissed as going too far, being too much, or laughing and saying “they’ll never go for that.” So, the idea either dies on the spot or is homogenized for presentation.

This conference reminded me to be more fearless about embracing and exploring the seemingly crazy ideas. We can’t be afraid to present them to our clients. Our clients, if they see some ideas that test boundaries and push limits, may find the courage to  truly differentiate.

3. Trust your gut.

Successful brand new brand building is rightfully based on sound research and strategy. We all have a process, and the processes are very similar. We Assess; Create; and Deliver. But there is a key human element to what we do – emotion. Even research can’t hide the subjectivity inherent in all design. It has to feel right. If the research, strategy, and the “feels” are good, you’ve most likely created a successful brand.

I also forgot how much I missed walking and exploring the cities, especially Chicago, during these conferences. Here are some photos:

Thank you!

~ Chad







Share on...

Posted in  and tagged , , , , , ,


Chad Gordon

Chad is the Creative Director, overseeing the development of virtually every original design. Chad studied photography in Edinburgh, Scotland, and has a degree in photo illustration from Ohio University. In 1991 he worked with Reuben and Company as a photo assistant before joining designRoom as a designer the following year. Chad has received numerous national awards, has shared in his team’s many Addy Awards, and has had his work published in several international design publications.Chad is experienced in all phases of creative design, including concept development, art direction, photography, typography, print production, and website design. Chad’s specialties are photo illustration and identity development. His unique infrared photography has been shown in numerous galleries around northeast Ohio. He is an avid baseball man, a crafty pitcher with speed and movement on his fastball, and played on championship teams in the Roy Hobbs League.

“I trust them with my brand. I trust them with my marketing business. They will not steer you wrong. They will ensure everything is on point moving forward.”

Lauren Byers, Vice President, MarshBerry

"Our client base increased. Our staff base increased. Our reputation and notoriety in the industry increased. The branding has lifted us up to be very confident.”

Denise Corbisiero, COO, Integrity Billing

“We trust them as true professionals who really understand the process that’s required to do things right.”

Carole Boye, CEO, Community Alliance

“They really bring in the heart behind the message. They tell the story in ways that are compelling. They’re really creative and that matters.”

Anthony Guido, VP of Communications & Marketing, Cohen Veterans Network

“…we really felt that they understood what we wanted to accomplish. They listened to us instead of puking their process on us.”

Laura Bren, President, Deeley Insurance Group

“Loved the process – we got so much more than a new logo; helped us unite around a common mission and language.”

Travis Pearson, CEO, Endeavors

“This input helped us work better together as a team. The whole brand refresh process was a wonderful team building opportunity.”

Matthew Wolf, Vice President, Seabrook

“We never had the production value in terms of the presentation/signage – the quality was new and impressive and people really embraced it.”

Marvin Ventrell, Executive Director, National Association of Addiction Treatment Providers

“Take the time to let designRoom get to know you. It is amazing that they get to the core of who you are…”

Jonathan Lee, President & CEO, Signature Health, Inc.

“They became much more like partners deeply embedded inside our business.”

Travis Mlakar, President, Millcraft Paper

Scroll To Top