How Branding is Really Just Good Art

When prompted with the question, “What is good art?” someone once said, “I can’t describe it, but I know it when I see it.” Though I cannot remember whom this came from, this was a tidbit of information I learned in college that I have yet to be able to shake from my memory. Perhaps because the class, a course on art criticism, was one of my most difficult and interesting lectures I took in college, or perhaps because those words have continued to ring true continuously throughout my professional experience.

When it comes to art, everyone has an opinion. Rarely does a person have no reaction to a piece of art, a design, etc. Ask someone to make a list of what consistencies occur amongst all art they believe is “good,” and there’s a good chance he or she will come up empty handed. This person can try and try to come up with set characteristics, but the permanency of the absolute will leave him or her coming up short.

This is a similar to branding or rebranding. When I came into Heart Technologies in 2014, they knew what they had needed an update. They knew they wanted a clean look that looked refined but was simplistic. What they didn’t know, though, was how to achieve this.

I came into this position as a junior in college. This was my second internship, and while I was capable of doing this, I was still nervous. How do I build a brand? How do I know this will be successful? In class, we create brands, but the only person’s opinion that matters is yours. The worst that comes of this is a grade lesser than you wanted. With a company branding, there’s a lot on the line: reputation, finances, integrity…

To begin, I was given a look at what the old materials looked like. I was told they wanted the colors to be red, gray, black, and white. I was told the feel should be clean and simple. Then, I was given freedom to come up with ideas for different aspects. I gave my ideas to my boss, who took the aspects apart, made me look at things from a new perspective, and sent me back to the drawing board for edits/updates/new ideas until it was what they were looking for.

To say this part wasn’t trying, challenging, or frustrating would be a lie. It’s challenging to try to read someone’s mind, especially with as little real-world experience I had at this point in time. It’s difficult to be vulnerable and put your hard work out there just to have it rejected. It’s not easy to have your ideas not chosen for reasons that seem illogical or conflict with what you know and/or have learned. These instances are complicated and hard. These instances are also a part of the process, though.

When it comes down to it, though, it’s important to know that this is their brand, not yours. Yes, create the best you can. Yes, defend or rationalize your ideas with solid proof and rules of design. Also keep in mind, though, that you are the professional. This is the career path you chose and studied. You demonstrated enough talent in it to land a career. If you are not a car person and were experiencing trouble with your vehicle, you wouldn’t question what the mechanic said, would you? You’re the mechanic in this design dilemma, and you deserve to have your opinion trusted.

Sometimes, branding can bring out the corporate demon in all of us. Creating something meaningful and impactful goes the the wayside, while what will bring the most money the fastest is put into the driver's seat.

If it comes to a point, though, you may have to ask yourself what is most important: a job/money or having your professional opinion respected. This can be difficult, and in some cases, there is no choice without a negative consequence. In that moment, you must look into your heart and make the best choice for you.

In my internship, I learned how to see what they were looking for. Through trial and error, I found out what “clean and simple” really meant to the decision makers: use of grid, use of shape and justification, and creating more timeless designs instead of using trends.

As I have worked with Heart for over two years, the need for variety is there. However, I’ve learned to adapt while still keeping the brand in tact. Anything meant to have a long life, such as proposals, document design, letterheads, envelopes, etc., is kept to a simple color palette of our designated palette and the same repeated symbols and elements. It’s in events and campaigns where I use the variety and trends to make something professional yet fun. More on that later. ;)

The big takeaway seems to be this: No one knows what they want, but we all know what we like when we see it. Sometimes it takes trial and error, sometimes we have to fall down, but we will eventually succeed. The effort all works out in the end when your client is satisfied.