Co-Founder and Co-Director of Cocinero Design Kitchen

Brand Consultant and Identity Designer

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“Building brand is (just) like cooking”. Every brand needs a good source of inspiration as the ingredients, a well balance formula to process it appropriately as the recipes, and the chefs to prepare those substances to be cooked & deliciously served.

A logo is not your brand, nor is it your identity. A brand identity is the larger, distinct visual look that is associated with a company. When a brand identity really works, you should be able to recognize the brand even if you don’t see the logo. It certainly encompasses the logo and the full visual position created by a strong brand identity. But it also includes many other areas that are not strictly the design side of a business. The idea of reputation is a critical part of defining the word brand. Some people summarize this into the very abstract idea of a promise.

Branding is something you should be focusing on even in your startup days. It’s much easier (and more cost effective), to get your brand design right the first time, rather than fix it later. However, this can be tough to focus on when you’re just starting out. In this class we will guide you to a comprehensive process in designing your brand identity.