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A brand is not fonts and colors

@kellywiesehan

5.1K followers · usually 607 views a post

Views

2.3K

Likes

108

Comments

Why it worked

The video likely resonated due to its contrarian take on branding, challenging the common perception that visual identity is paramount. The use of relatable examples and a passionate delivery style probably contributed to its shareability.

Summary

The creator argues that a brand is not defined by its visual elements like fonts and colors, but rather by the unique 'world' it creates. This world is shaped by strong opinions, paradoxical ideas, visuals, voice, copy, tone, and chosen influences.

Structure

1A brand is not just visual elements
2Many brands share similar visual elements
3The true essence of a brand is its 'world'
4A brand's world is built on opinions and ideas
5This world encompasses visuals, voice, copy, and influences

On-screen text

A brand is not fonts and colors

Transcript

A brand cannot own a font or color or even a shape. Do you know how many brands have a red star logo? I'm gonna tell you. Macy's, Heineken, Converse, San Pellegrino, Kind of Hardees. Like, do you know how many brands use new, how many new influencer brands are just like, she copied Rode, she copied Rode. That's because you recognize a San Pellegrino font. Do you know how many San Pellegrino fonts there are? Like a billion. Anyway, the point is, it's not your color or your font or even the shape of your logo that makes you an ownable brand. What makes you an ownable brand is the world. What's a world? It's having a strong opinion about the world you are building. It's saying we take these two paradoxical ideas and we combine them. Everyone thinks this, but we think that. It's your visuals, it's your voice, it's your copy, it's your tone, it's your video style, it's the influences you choose. That's the world, not your fonts and colors.