The Fine Art of Branding

Branding is like a fine art. In the past master painters were commissioned to do paintings for famous cathedrals or for royalty. The quality, subject matter, and style of their work was in essence part of a brand experience. Today fine artists and graphic designers are still known for a trademark style or color scheme or trademark subject matter. Brand "touch points" fill the brand expression streams of media and marketing channels. Branding is now a "buzzword."

Brands express something the way fine art expresses something. A lot of thought and care goes into the creation of a corporate identity. Just look at any new business. The founder is trying to say something through the company name, logo, typography, and colors etc. The best way to analyze a new brand is to take a close look at the founder and the way they speak and act and dress. It is all part of their brand.

Limits are freedoms when it comes to brand building. You can do anything you imagine within established parameters. I enjoy painting and I recall many years ago wanting to develop a trademark style. I looked to the postage stamp as a point of departure and started developing Artistamps. I could paint anything any way I choose and someone would know it was my work.

This limit helped me to develop a body of work.

I have even extended my love of branding and fine art to designing jackets. I use canvas as material and I use acrylic paint to create designs and color schemes and then I turn the art into a "one-of-a-kind" trademark jacket.

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