Browse the library
Topics
See every lesson- 01
Brand strategy
The thinking before the drawing. What a brand is, who it is for, how it is positioned, and what makes its logo its own.
- 02
Brand for founders
For a founder building a small Indian consumer brand alone, on little money. What to pay for first, a one-page brief, a free trademark check on IP India, a homemade wordmark and an eight-page brand book, ending with No. 4 worked through and then your own.
- 03
Brands and internet culture
How brands live online now. How memes move and when to join in, Indian brands online, creators, community and mistakes made in public, a reference diet and a teardown method, ending with No. 4's first month online planned and then yours.
- 04
Naming
Getting to a name that is available, sayable and yours. Types of name, screening, trademark classes, and the checks that kill most candidates.
- 05
Identity systems
Everything an identity is besides the logo. Marks, lockups, clear space, responsive behaviour, and the rules that hold a system together.
- 06
Colour in branding
Colour as an owned asset. Primary, secondary and extended palettes, ratios, accessibility, and what it takes to trademark a colour.
- 07
Typography in branding
Choosing and licensing type for a brand that has to set everything from a billboard to a legal footnote.
- 08
Verbal identity
How a brand sounds. Voice against tone, vocabulary, taglines, product names and the small words in an interface.
- 09
The brand book
The document everybody ignores, and how to write one they do not. Structure, rules with reasons, and keeping it alive after handover.
- 10
Packaging
The pack as the strongest thing a brand owns. Hierarchy front and back, dielines, substrates, legal copy, and the shelf it has to survive.
- 11
Applications
Where the identity meets the world. Signage, stationery, uniforms, vehicles, interfaces and the templates other people will use.
- 12
Brand architecture
How the brands in a portfolio relate. House of brands, endorsement, naming a range, and what to do with the one you just bought.
- 13
Brand psychology
What the evidence actually says. Memory, mental availability, fluency and price, with the replication problem named rather than hidden.
- 14
Brand world building
Everything a brand owns that is not its logo. A place, a cast, a vocabulary, a ritual, a smell, and the worlds that collapsed.
- 15
Terminology
The words, grouped by where you will hear them. On a brief, in a print quote, in a contract, and the ones agencies use that mean nothing.
- 16
Rebrands and case studies
Five changes with the arguments attached, including the ones that were reverted and the ones nobody noticed.
- 17
The practice
Running the work. Briefs, discovery, presenting, feedback, pricing, handover, and clients who do not agree with you.