Design and branding are integral parts of human expression, serving as non-verbal signals that convey who we are, what we believe in, and what matters to us. Historically, unique designs, flavors, or packaging once captivated consumers. However, today’s consumers wield more power than ever before, seeking to understand and support companies that align with their values. This shift has democratized design and branding in unprecedented ways.
I’m Debbie Millman, a brand designer, educator, and chair of the Masters in Branding program at the School of Visual Arts in New York City. My latest book, “Why Design Matters,” is inspired by my long-running podcast, “Design Matters with Debbie Millman.”
Branding and design are among humanity’s earliest behaviors. As far back as 10,000 years ago, humans began creating symbols to communicate beliefs across the globe. These early symbols were grassroots efforts, created by and for people without any commercial intent. However, in the last 250 years, corporations began to harness these grassroots branding techniques to create widespread recognition for their products, whether they were religious symbols, political platforms, or sugar-free beverages.
In the past decade, we’ve witnessed a reversal of this top-down branding model, returning to a more grassroots approach. This shift is thrilling because branding is no longer just a tool of capitalism; it has become a profound expression of the human spirit. Today, people scrutinize organizations more critically, seeking to understand what they stand for.
A notable example of this shift is Nike’s support of Colin Kaepernick. Initially, Nike faced backlash, but over time, the majority of people supported Nike’s decision to align their brand with Kaepernick’s beliefs. This demonstrates how branding can communicate values and beliefs effectively.
Moreover, movements like Black Lives Matter exemplify grassroots branding. With a name, hashtag, website, logo, and passionate belief, it transcends traditional branding by challenging and provoking societal change. Similar transformations have occurred with the pink Pussyhat and the Me Too movement, where entrenched behaviors are no longer tolerated, leading to significant societal shifts.
We possess the power to shape the future of our planet through our purchasing decisions and the causes we support. The success or failure of a brand hinges on how many people believe in it. For anyone considering creating a brand, the first question should be “why.” Why do we need this product, idea, or belief? The second question should be about the benefit. What is the benefit for humanity? If you can provide strategic answers to these questions, you have a foundation to build something meaningful for both the planet and humanity.
In conclusion, design and branding have evolved from simple symbols to powerful tools for expressing human values and driving social change. As consumers, our choices hold the potential to influence the world, making it crucial to align our support with brands and movements that reflect our beliefs and aspirations.
Research and select a historical symbol used in early human societies. Present your findings in a short presentation, discussing its original purpose, cultural significance, and how it compares to modern branding symbols. Reflect on how these symbols communicated values and beliefs.
Choose a modern grassroots movement, such as Black Lives Matter or the Me Too movement. Analyze how branding elements like logos, hashtags, and messaging have been used to communicate values and drive social change. Prepare a report discussing the effectiveness of these elements in promoting the movement’s goals.
In groups, select a well-known brand and research its public stance on social issues. Discuss whether the brand’s actions align with its stated values. Present your findings and suggest ways the brand could improve its alignment with consumer values and societal expectations.
Develop a concept for a new brand that addresses a current social or environmental issue. Define the brand’s core values, target audience, and unique selling proposition. Create a basic logo and tagline that encapsulates the brand’s mission. Present your concept to the class, explaining how it aligns with human values and benefits society.
Reflect on your own purchasing habits and identify a product or brand you regularly support. Research the brand’s values and practices. Write a reflective essay discussing whether your support aligns with your personal values and how your choices can impact societal change.
Design – The process of creating a plan or convention for the construction of an object, system, or measurable human interaction, often applied in the context of art and architecture. – The design of the new art museum was inspired by the minimalist movement, emphasizing clean lines and open spaces.
Branding – The practice of creating a name, symbol, or design that identifies and differentiates a product or organization from others, often used in marketing and cultural studies. – The branding of the art gallery focused on its commitment to showcasing contemporary artists from diverse backgrounds.
Values – Principles or standards of behavior that are considered important in a society or culture, often influencing art and social practices. – The artist’s work reflects the values of environmental sustainability and social justice, challenging viewers to consider their own impact on the planet.
Grassroots – A movement or campaign that begins and grows at the local level, often involving community participation and activism. – The grassroots art initiative aimed to bring public murals to underserved neighborhoods, fostering community pride and engagement.
Consumer – An individual who purchases goods and services for personal use, often analyzed in social studies to understand economic and cultural trends. – The rise of the ethical consumer has influenced artists to create works that address issues of sustainability and fair trade.
Beliefs – Convictions or acceptance that certain things are true or real, often shaping cultural and artistic expressions. – The exhibition explored the beliefs of different cultures through their traditional art forms, highlighting both commonalities and unique perspectives.
Change – The act or instance of making or becoming different, often a central theme in art and social movements. – The artist’s installation symbolized change, using dynamic elements to represent the fluid nature of identity and society.
Symbols – Objects, characters, or other concrete representations of abstract ideas, often used in art and cultural studies to convey deeper meanings. – The use of symbols in the painting allowed the artist to communicate complex themes of freedom and oppression without words.
Society – A community of people living together and interacting within a shared environment, often examined in social studies and reflected in art. – The sculpture series depicted the interconnectedness of society, emphasizing the importance of collaboration and mutual support.
Expression – The process of conveying thoughts, feelings, or ideas through artistic mediums, often considered a fundamental aspect of human creativity. – The dancer’s performance was a powerful expression of resilience, capturing the audience’s emotions through movement and music.
