Brand Identity

About typography for non-typographers. And orientation for brand managers.

Prof. em. Olaf Leu

GOLDEN RULES (1) Dealing with language - until the mid-seventies it was cast in lead. Experiences made by typesetter Olaf Leu from 1954 to 1957 in the […]

The label as an ambassador for the brand*

The art of making a name for oneself through outstanding achievements was already successfully practiced in ancient Greece: by sculptors, sword and shield smiths, writers […]

A dark day for the brand.

Alexander Rauch

TO BE DISCUSSED

Did you know that the term "Black Friday" was originally coined by the Philadelphia Police Department to describe the chaotic (and thieving) conditions on the streets that […]

Square, practical... controversial?

TO BE DISCUSSED

Sometimes a big question is sparked by a small shape. In this case: the square. Ritter Sport is now defending its famous packaging format against the "Monnemer […]

A world without brands

What remains when brands one day disappear?A reflection on meaning, soul and responsibility in a perfectly smooth world … more. For more than twenty-five years, I’ve been […]

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