Living, Breathing Brand Identities with Paula Scher | Adobe Creative Cloud

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Brand identities are supposed to be built to last. The reality is that most identity programs — no matter how well strategized, crafted, and tested — are merely guesswork. It’s impossible for a designer to know what cultural, political, economic, and technological shifts will occur in the future. Join Pentagram Partner Paula Scher as she debunks the myths about identity design through a series of case studies.

You’ll learn:

How and why logos are crafted in specific ways
How audiences can shape the way an identity is perceived
How an identity program can change with the times
Why brand manuals are mostly useless in the long run




Adobe Creative Cloud gives you the world’s best creative apps so you can turn your brightest ideas into your greatest work across your desktop and mobile devices.

To watch with Subtitles/closed captions, click the CC icon in the lower-right corner.


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