The Brandsmith
Solveig PetchAn honest, insightful journey through the landscapes of modern entrepreneurship, meaningful branding — and being a human.
| Platform |  | Pricing | Only free issues | Publishes | Weekly |
|---|---|---|---|---|---|
| Issues | 23 | Founded | 3 years ago | Last Issue | 17 days ago |
| Active | |||||
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Your logo is nothing but a container.
Photo by mockupbee on Unsplash
On the day a logo is finished, it means nothing. Not nothing in the sense of poorly made. Nothing in the sense of empty.
It’s a shape. It has aesthetic properties, associations, a certain character. What it...
Design can't decide for you.
Photo by Kelly Sikkema on Unsplash
When a business owner tells me they need a new brand identity, what they often need first is to make decisions they’ve been putting off for months.
While The Big Decision™ is often being mulled over in s...
Brands that age well.
Some brands feel dated within two years. Others stay distinctive and credible for decades — and not because they never evolve, but because their core never wavers.
What makes some brands a fad, while others seem near immortal? I find this...
Your brand strategy is only as good as what happens next.
A solid brand strategy is one of the most valuable things a business can commission. The thinking it produces — about positioning, audience, differentiation — should inform every decision the business makes for years. So why does it so ofte...
The €50k translation #fail.
Many branding projects involve two separate professions: the strategists who figure out what your brand should be, and the designers or creative team who make it look good.
Somewhere in this weird void between strategy and creative, things...
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Authors
The writers behind this newsletter.
Brandsmith @ Petchy and Triple Diamond | Strategic brand designer | Fractional brand manager | Human @ Still not good enough | All em-dashes are my own
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