Evolution of Branding

Evolution of Branding

By: Lee Boyland Abundant are the articles about technology being ever-changing and integrated into how we work, but what about the changes in branding that have occurred in the recent past? I came across a blog, “Branding in workplace design plays an increasingly important role,” by Paul Howard on www.freshworkspace.com addressing this topic. As I think about the way branding has changed, I see how it’s become more streamlined and integral to the interior design of a company’s space. Where there used to be floor mats advertising a company’s logo, now there are graphics telling a company’s story on a variety of mediums from glass to wall coverings. Signage and way finding have also become more customized to company graphics and colors, allowing the interior finishes directing you. This new format is less obvious and more cohesive to the interior of a space. Instead of an evident pop, you see a connected story. Branding and graphics are not an afterthought – they are included in the design process now for a finished look. In what ways have you seen branding change in the past decade or so? As a designer, how have you been integral to branding decisions, and have you become more involved in that process?

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