75 The Human Element

Some of today’s most successful brands capitalize on human emotion. The organizations behind these brands focus not only on achieving business goals but also on meeting human needs.

Competitors might be able to mimic Nike or Apple aesthetically, but what makes these companies true originals isn’t the fact that they have beautiful graphic identities and execute them as part of disciplined programs. In both cases, these companies also have built brands that dial into primary human needs. Original thinking developed a brand identity for each company that goes well beyond the products they make.

Originality inspires designers. We like to think that it inspires companies, too.

1. FujiyaWinkScott Thares, Richard Boynton

2. Levi’s ...

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