Brand Identity

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 […]

Raymond Loewy, the spirit of the times and the M.A.Y.A. principle: how much 'modernity' can a brand tolerate?

In both design and communication, the question of innovation arises time and again. How much innovation is necessary or acceptable or unacceptable to convey a brand, product […]

On the Footnotes of Brand Narratives.

Prof. Dr. Jürgen Häusler

A MODEST PROPOSAL

A footnote is a peculiar creature. It exists inside the text and yet somehow outside it. It belongs, but not to the core. It carries meaning, but […]

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 […]

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