Start Me Up! - New Branding For Businesses edited by Robert Klanten & Anna Sinofzik for Gestalten, looks at exactly that - new approaches to branding young and start up companies.
It all looks fairly trendy and reminiscent of that 'Instagram Fashion' I've mentioned before, but I'm willing to find a substance or concept behind the aesthetic.
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'We no longer simply shop - but carefully curate our belongings.'
'The focus nowadays lies less on the way we press out the packaging than on the chosen product itself.'
'Today, effective branding is based on stories, and successful style based on substance.'
'To add interesting background information is to increase a brand's appeal.'
'Brands have been anxious to speak to us, but it seems that only recently have they started to listen to what we want'. - notably down to the rise of instant reaction via social media.
'Today's best brands care about context, and communicate with sincerity and soul.'
'The shift from simple product providers to brands with personality originated from the affluent society's desire for distinction'. Link to Simmel.
'Loud Nike still exhorts and soft-spoken Sony still dreams, but the visual identities of today's smaller brands have added an immense range of vocal registers and character traits.'
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