Paula Scher
Tetragrammaton with Rick Rubin
00:00
Navigating Branding for Legacy Companies
This chapter examines the complexities of refreshing the branding of established companies, such as New York Times and Coca-Cola, while balancing tradition with innovation. It highlights the speaker's experiences with design processes, decision-making, and client expectations, illustrating the evolution of branding in today's digital age. Through various case studies, including collaborations with cultural institutions, the chapter emphasizes the critical role of effective design in shaping brand identity and perception.
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Transcript
