Editorials

Brand Architecture: It’s not a naming exercise. It’s a growth system.

Why the way your brands connect, signal, and scale determines whether your portfolio accelerates or collapses under its […]

AI is rewriting the rules for building strong brands

Erich Joachimsthaler Ph.D.

The ideal world of marketing has always been clearly defined. Recognizing demand, reacting at the right moment and learning from every interaction. Not occasionally, but millions of […]

The big bluff

Prof. em. Olaf Leu

Before | After

The designer is in constant motion. He hops from branch to branch, from job to job. This movement stems from his inner and outer restlessness. It is certainly associated with doubts and […]

LET'S TALK TYPE. LET TYPE TALK.

Prof. em. Olaf Leu

Fictitiously the conference table. The protagonists of writing and advertising art gathered around it are fictitious. What is not fictitious is the room, the Olaf Leu archive […]

Hans Domizlaff, inventor of brand technique

Historically speaking, the whole thing is nothing new. Even at the beginning of our century, Walter Rathenau and his artistic advisor, Peter Behrens, developed concepts for […]

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