la cura summer school - identity group
TRANSCRIPT
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IDENTITY
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why do we have an ‘identity’ sectionin our summer school?
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What is the role of brand and of identityin the contemporary era
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producerproductshop
BRAND was
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BRAND is
logo / payoff / colors / ...vision / missionadv / commercials / ...
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trademark (till 1860s) brand owner (e.g, Cattle) you buy
brand mark (till 1920s) Brand quality (e.g. Ivory soap) you trust
mass market brand (till 1980s) positive association (e.g. Malboro) you want
post-mass market brand (till 1990s) superior brand attributes you prefer
Love Mark (early 2000s)ispirational values/stories/design
(e.g. Apple) you Love
Wikibrand (future) interaction (e.g. Facebook) you participate in
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BRAND like CITIES
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EcosystemCity
Brand
Organism
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WIKIBRAND
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intrinsicextrinsec
explicitMOTIVATION
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Schism
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OPEN SOURCE BRAND
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GNU/LINUX OPEN BANK PROJECT
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ANONYMOUS BRAND
Balducci, Iaconesi, Tregnaghi FirenzeLa Cura SummerSchool 2016
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ANONYMOUS SUBCOMANDANTE MARCOS
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META!BRAND
Balducci, Iaconesi, Tregnaghi FirenzeLa Cura SummerSchool 2016
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SAN PRECARIO SERPICA NARO
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GENERATIVE IDENTITIES
Balducci, Iaconesi, Tregnaghi FirenzeLa Cura SummerSchool 2016
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OUTPUT and TAKEAWAYS
- Create an omogeneus visual identity for all the process- define an appropriable branding system
- realize support materials for the exhibit in Triennale
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THANKS