Tag: Design Thinking
More Than A Logo: Why We Care About RebrandsWhen American Airlines revealed their first brand refresh in 45 years, a lively debate followed. Some people loved the new look while others thought it sacrilege to change a classic logo by a legendary designer. Maybe you, too, followed the lively online debate. As content creators and designers who support large brands, we believe there is no "right" or "wrong" opinion, just different ways to interpret what a brand is attempting to communicate.
Centerline Sessions: The State of User Experience (UX)Within any relatively young area of study, the boundaries, patterns and development of that field are frequent discussion topics. In this edition of Centerline Sessions, Cennydd Bowles of Twitter and our own Kate Williamson exchange ideas on the current state of user experience and its future direction.
Honest UX Speaks for Itself (Honest UX, Part II)As UX professionals, it is our obligation to serve users and to put others first, above our own bottom line. By providing the best user experiences, we gain trust over time, making honest UX both an ethical practice and a sustainable business plan.
Put Your UX Where Your Mouth Is (Honest UX, Part I)User experience speaks louder than words. While honest UX gains trust and long-term loyalty, deliberately tricky tactics send a message that a company doesn't value its users. What does Amazon's checkout process say about their opinion of shoppers?
Problem-Solving with Sketching and WireframingMore people are realizing the importance of UX and giving it consideration during their design processes. They're trying out various methods as supplements for content planning, and their eagerness to be less rigid and publicly resolute is reflective of the fact that UX designers aren't robots following a process "recipe." So methods such as sketching and wireframing haven't replaced IA. Rather, they are two useful tools in a toolbox of many for problem-solving and expression.
What the Fiat 500 Can Teach Us About The Power of DesignThe new Fiat 500 is an attempt by Chrysler to relaunch the Italian brand in the U.S. market after a 25 year absence. Unfortunately, the brand does come with some baggage. The last time Fiat sold cars here, F.I.A.T. stood for "Fix It Again Tony." But the reintroduction of the Fiat brand to the U.S. is a great example of selling your brand via strong design.
“Logos are dead! Long live icons and avatars!”"Logos are dead! Long live icons and avatars!" Marty Neumeier wrote those words in The Brand Gap way back in 2003. What he meant was that logos evolved as a way for people to identify brands rather than differentiate them. But when conceived well, an icon is a repository of meaning. It contains the DNA of the brand, the basic material for creating a total personality distinct from the competition. An avatar goes even further by becoming the symbolic actor in a continuing brand story.
Meet the new breed of brand avatar in these examples. Are icons like these a long-term trend or flash in the pan?