10:15–11:15 / Hawthorn
Michael Carabetta Creative Director, Chronicle Books
Mark Fox Founding Partner, Design is Play
Jennifer Sonderby Founder, Sonderby Design
Who are you? Who do you want to be? The importance of brand identity cannot be underestimated in today’s competitive publishing environment. To capture the attention of audiences, publishers large and small need to ask these questions and consider not just their logo and color palette, but the ethos that underlies those design elements.
Establishing a brand changes everything. Managed with a combination of creativity and restraint, it can be a trusted beacon that inspires loyalty. Handled poorly, the best-designed brand will be ineffective—repelling or confusing potential audiences, rather than attracting them.
Three branding experts will identify key insights that relate to large and small publishers. Michael Carabetta will recount how he directed the creation of the Chronicle Books brand, including the spectacles logo, and how he has achieved long-term consistency in the brand’s application to books, non-book products, retail settings, trade shows, and beyond. Jennifer Sonderby will share how she led the San Francisco Museum of Modern Art’s in-house design studio to strategize, design, and successfully launch an award-winning visual brand in support of the institution’s recent expansion project. And Mark Fox will share examples of branding in his own work and for others at Design is Play that will be sure to expand the audience's notion of how a brand can express itself.
Establishing a brand changes everything. Managed with a combination of creativity and restraint, it can be a trusted beacon that inspires loyalty. Handled poorly, the best-designed brand will be ineffective—repelling or confusing potential audiences, rather than attracting them.
Three branding experts will identify key insights that relate to large and small publishers. Michael Carabetta will recount how he directed the creation of the Chronicle Books brand, including the spectacles logo, and how he has achieved long-term consistency in the brand’s application to books, non-book products, retail settings, trade shows, and beyond. Jennifer Sonderby will share how she led the San Francisco Museum of Modern Art’s in-house design studio to strategize, design, and successfully launch an award-winning visual brand in support of the institution’s recent expansion project. And Mark Fox will share examples of branding in his own work and for others at Design is Play that will be sure to expand the audience's notion of how a brand can express itself.