--- title: "Branding, the whole course" description: "17 modules and 212 lessons. How the grammar gets used to build an identity." canonical_url: "https://www.aitastebud.com/learn/branding" md_url: "https://www.aitastebud.com/learn/branding.md" access: "partly public" --- # Branding How the grammar gets used to build an identity. 17 modules, 212 lessons. Lessons marked free can be read by anyone; the rest are for members. ## 01. Brand strategy 20 lessons. 1. [What a brand actually is](https://www.aitastebud.com/learn/branding/strategy/what-a-brand-actually-is) (free) 2. [What makes a logo yours, and what anyone can copy](https://www.aitastebud.com/learn/branding/strategy/branding-what-a-mark-owns) 3. [When a rebrand is a mistake](https://www.aitastebud.com/learn/branding/strategy/branding-when-a-rebrand-is-a-mistake) 4. [Naming for recognition](https://www.aitastebud.com/learn/branding/strategy/branding-naming-for-recognition) 5. [Packaging as the mark](https://www.aitastebud.com/learn/branding/strategy/branding-packaging-is-the-mark) 6. [Identity is a system, not a logo](https://www.aitastebud.com/learn/branding/strategy/branding-identity-is-a-system) 7. [Positioning](https://www.aitastebud.com/learn/branding/strategy/positioning) 8. [Distinctive brand assets](https://www.aitastebud.com/learn/branding/strategy/distinctive-brand-assets) 9. [Category and competitive audit](https://www.aitastebud.com/learn/branding/strategy/category-and-competitive-audit) 10. [Audience and segmentation](https://www.aitastebud.com/learn/branding/strategy/audience-and-segmentation) 11. [Insight and how to find one](https://www.aitastebud.com/learn/branding/strategy/insight-and-how-to-find-one) 12. [Mission, vision, values](https://www.aitastebud.com/learn/branding/strategy/mission-vision-values) 13. [Brand purpose and when it is nonsense](https://www.aitastebud.com/learn/branding/strategy/brand-purpose-and-when-it-is-nonsense) 14. [Differentiation](https://www.aitastebud.com/learn/branding/strategy/differentiation) 15. [Brand architecture](https://www.aitastebud.com/learn/branding/strategy/brand-architecture) 16. [Brand pyramid, onion, key and other models](https://www.aitastebud.com/learn/branding/strategy/brand-pyramid-onion-key-and-other-models) 17. [Category codes and when to break them](https://www.aitastebud.com/learn/branding/strategy/category-codes-and-when-to-break-them) 18. [Brand equity](https://www.aitastebud.com/learn/branding/strategy/brand-equity) 19. [Writing a creative brief](https://www.aitastebud.com/learn/branding/strategy/writing-a-creative-brief) 20. [Running a discovery session](https://www.aitastebud.com/learn/branding/strategy/running-a-discovery-session) Watch: [How to build a strong brand](https://www.youtube.com/watch?v=F65wcLnapHQ) · Cambridge Forum. Marty Neumeier on what a brand is and is not, at lecture length. Where to go deeper: [Ehrenberg-Bass Institute](https://www.marketingscience.info/) · [IPA Effectiveness case studies](https://ipa.co.uk/knowledge/case-studies) · [Design Observer](https://designobserver.com/) ## 02. Brand for founders 11 lessons. 1. [Building a brand when you are the whole team](https://www.aitastebud.com/learn/branding/founders/building-a-brand-when-you-are-the-whole-team) (free) 2. [What to spend first, at three budgets](https://www.aitastebud.com/learn/branding/founders/what-to-spend-first-at-three-budgets) 3. [The one-page brand brief](https://www.aitastebud.com/learn/branding/founders/the-one-page-brand-brief) 4. [Checking a name yourself](https://www.aitastebud.com/learn/branding/founders/checking-a-name-yourself) 5. [A wordmark you can make yourself](https://www.aitastebud.com/learn/branding/founders/a-wordmark-you-can-make-yourself) 6. [A starter brand kit in a weekend](https://www.aitastebud.com/learn/branding/founders/a-starter-brand-kit-in-a-weekend) 7. [An eight-page brand book you can write yourself](https://www.aitastebud.com/learn/branding/founders/an-eight-page-brand-book-you-can-write-yourself) 8. [Using AI without looking like everyone else](https://www.aitastebud.com/learn/branding/founders/using-ai-without-looking-like-everyone-else) 9. [When to hire a designer, and how to brief one](https://www.aitastebud.com/learn/branding/founders/when-to-hire-a-designer-and-how-to-brief-one) 10. [Indian founder brands, and what they did first](https://www.aitastebud.com/learn/branding/founders/indian-founder-brands-and-what-they-did-first) 11. [No. 4, worked through, then yours](https://www.aitastebud.com/learn/branding/founders/no-4-worked-through-then-yours) ## 03. Brands and internet culture 10 lessons. 1. [What an internet-native brand is](https://www.aitastebud.com/learn/branding/culture/what-an-internet-native-brand-is) (free) 2. [How memes move, and why most brand memes die](https://www.aitastebud.com/learn/branding/culture/how-memes-move-and-why-brand-memes-die) 3. [When a brand should join in, and when to stay out](https://www.aitastebud.com/learn/branding/culture/when-a-brand-should-join-in) 4. [Indian brands online](https://www.aitastebud.com/learn/branding/culture/indian-brands-online) 5. [Creators and brands](https://www.aitastebud.com/learn/branding/culture/creators-and-brands) 6. [Community as a brand asset](https://www.aitastebud.com/learn/branding/culture/community-as-a-brand-asset) 7. [When it goes wrong online](https://www.aitastebud.com/learn/branding/culture/when-it-goes-wrong-online) 8. [A reference diet for taste](https://www.aitastebud.com/learn/branding/culture/a-reference-diet-for-taste) 9. [How to write a brand teardown](https://www.aitastebud.com/learn/branding/culture/how-to-write-a-brand-teardown) 10. [No. 4's first month online, planned, then yours](https://www.aitastebud.com/learn/branding/culture/no-4-first-month-online-then-yours) ## 04. Naming 10 lessons. 1. [The types of brand name, and when each one works](https://www.aitastebud.com/learn/branding/naming/types-of-names) (free) 2. [Trademark classes and searching](https://www.aitastebud.com/learn/branding/naming/trademark-classes-and-searching) 3. [The naming process end to end](https://www.aitastebud.com/learn/branding/naming/naming-process-end-to-end) 4. [Generating volume before judging](https://www.aitastebud.com/learn/branding/naming/generating-volume-before-judging) 5. [Linguistic and phonetic checks](https://www.aitastebud.com/learn/branding/naming/linguistic-and-phonetic-checks) 6. [Cross language screening](https://www.aitastebud.com/learn/branding/naming/cross-language-screening) 7. [Domain and handle availability](https://www.aitastebud.com/learn/branding/naming/domain-and-handle-availability) 8. [Testing a name](https://www.aitastebud.com/learn/branding/naming/testing-a-name) 9. [Presenting names to a client](https://www.aitastebud.com/learn/branding/naming/presenting-names-to-a-client) 10. [Renaming an existing company](https://www.aitastebud.com/learn/branding/naming/renaming-an-existing-company) Watch: [How to create a great brand name](https://www.youtube.com/watch?v=rzbXht7MJVM) · TED Archive. Jonathan Bell on the categories of name and what each one costs you. Where to go deeper: [WIPO Global Brand Database](https://branddb.wipo.int/) · [EUIPO trade mark search](https://www.euipo.europa.eu/en/trade-marks) · [USPTO trademark search](https://www.uspto.gov/trademarks/search) ## 05. Identity systems 18 lessons. 1. [What an identity system contains](https://www.aitastebud.com/learn/branding/identity-systems/what-an-identity-system-contains) (free) 2. [A whole airline in twenty-two by thirty millimetres](https://www.aitastebud.com/learn/branding/identity-systems/air-india-international-first-flight-stamp) 3. [Flexible and generative identities](https://www.aitastebud.com/learn/branding/identity-systems/flexible-and-generative-identities) 4. [Logo types](https://www.aitastebud.com/learn/branding/identity-systems/logo-types) 5. [Symbol design and reduction](https://www.aitastebud.com/learn/branding/identity-systems/symbol-design-and-reduction) 6. [Monograms](https://www.aitastebud.com/learn/branding/identity-systems/monograms) 7. [Lockups and configurations](https://www.aitastebud.com/learn/branding/identity-systems/lockups-and-configurations) 8. [Responsive and adaptive logos](https://www.aitastebud.com/learn/branding/identity-systems/responsive-and-adaptive-logos) 9. [Clear space and minimum sizes](https://www.aitastebud.com/learn/branding/identity-systems/clear-space-and-minimum-sizes) 10. [Logo misuse rules](https://www.aitastebud.com/learn/branding/identity-systems/logo-misuse-rules) 11. [Colourways and reversed versions](https://www.aitastebud.com/learn/branding/identity-systems/colourways-and-reversed-versions) 12. [Favicons and app icons](https://www.aitastebud.com/learn/branding/identity-systems/favicons-and-app-icons) 13. [Iconography systems](https://www.aitastebud.com/learn/branding/identity-systems/iconography-systems) 14. [Pattern and graphic devices](https://www.aitastebud.com/learn/branding/identity-systems/pattern-and-graphic-devices) 15. [Illustration systems](https://www.aitastebud.com/learn/branding/identity-systems/illustration-systems) 16. [Photography direction as part of identity](https://www.aitastebud.com/learn/branding/identity-systems/photography-direction-as-part-of-identity) 17. [Sonic identity](https://www.aitastebud.com/learn/branding/identity-systems/sonic-identity) 18. [Building consistency without monotony](https://www.aitastebud.com/learn/branding/identity-systems/building-consistency-without-monotony) Watch: [Brand Visual Identity Guide in 20 minutes | branding theory ep.3, visual identity, brand guidelines](https://www.youtube.com/watch?v=SkdzY9xrXec) · Daria. A clear tour of the parts of a visual identity, and how they are made to work together as one consistent system.. Where to go deeper: [Brand New, Under Consideration](https://www.underconsideration.com/brandnew/) · [Identity Designed](https://identitydesigned.com/) · [Logo Archive](https://logo-archive.org/) ## 06. Colour in branding 11 lessons. 1. [Choosing a brand's main colours](https://www.aitastebud.com/learn/branding/colour-in-branding/primary-palette) (free) 2. [Trademarked colours](https://www.aitastebud.com/learn/branding/colour-in-branding/trademarked-colours) 3. [Secondary palette](https://www.aitastebud.com/learn/branding/colour-in-branding/secondary-palette) 4. [Tertiary and extended palettes](https://www.aitastebud.com/learn/branding/colour-in-branding/tertiary-and-extended-palettes) 5. [Accent colour](https://www.aitastebud.com/learn/branding/colour-in-branding/accent-colour) 6. [Neutrals and supporting tones](https://www.aitastebud.com/learn/branding/colour-in-branding/neutrals-and-supporting-tones) 7. [Colour ratios and how much of each to use](https://www.aitastebud.com/learn/branding/colour-in-branding/colour-ratios-and-how-much-of-each-to-use) 8. [Colour across print, screen, fabric and packaging](https://www.aitastebud.com/learn/branding/colour-in-branding/colour-across-print-screen-fabric-and-packaging) 9. [Colour consistency across substrates](https://www.aitastebud.com/learn/branding/colour-in-branding/colour-consistency-across-substrates) 10. [Owning a colour in a category](https://www.aitastebud.com/learn/branding/colour-in-branding/owning-a-colour-in-a-category) 11. [Colour in accessibility compliance](https://www.aitastebud.com/learn/branding/colour-in-branding/colour-in-accessibility-compliance) Watch: [How to Choose The RIGHT Brand Colors? 🤷‍♂️](https://www.youtube.com/watch?v=BdJTnYqhaZQ) · Will Paterson. A short, practical look at how to choose the right colours for a brand, before the lessons go into detail.. Where to go deeper: [Pantone Connect](https://www.pantone.com/) · [Cadbury purple, the trademark judgment](https://www.bailii.org/ew/cases/EWCA/Civ/2013/1174.html) · [WCAG contrast minimum](https://www.w3.org/WAI/WCAG22/Understanding/contrast-minimum.html) ## 07. Typography in branding 8 lessons. 1. [Choosing a brand's main typeface](https://www.aitastebud.com/learn/branding/type-in-branding/primary-typeface-selection) (free) 2. [Licensing for a brand at scale](https://www.aitastebud.com/learn/branding/type-in-branding/licensing-for-a-brand-at-scale) 3. [Secondary and supporting typefaces](https://www.aitastebud.com/learn/branding/type-in-branding/secondary-and-supporting-typefaces) 4. [Display versus text faces in a system](https://www.aitastebud.com/learn/branding/type-in-branding/display-versus-text-faces-in-a-system) 5. [Custom and modified type](https://www.aitastebud.com/learn/branding/type-in-branding/custom-and-modified-type) 6. [Brand type scale](https://www.aitastebud.com/learn/branding/type-in-branding/brand-type-scale) 7. [Web font fallbacks and system stacks](https://www.aitastebud.com/learn/branding/type-in-branding/web-font-fallbacks-and-system-stacks) 8. [Typographic tone of voice](https://www.aitastebud.com/learn/branding/type-in-branding/typographic-tone-of-voice) Watch: [Choosing the perfect logo font](https://www.youtube.com/watch?v=JSBNunc69Bc) · 99designs. How to pair and how to judge, with real marks on screen. Where to go deeper: [Typotheque articles](https://www.typotheque.com/articles) · [Google Fonts](https://fonts.google.com/) · [SIL Open Font License](https://openfontlicense.org/) ## 08. Verbal identity 10 lessons. 1. [How a brand sounds: tone of voice](https://www.aitastebud.com/learn/branding/verbal-identity/tone-of-voice) (free) 2. [Voice principles and how to write them](https://www.aitastebud.com/learn/branding/verbal-identity/voice-principles-and-how-to-write-them) 3. [Vocabulary, words we use and words we avoid](https://www.aitastebud.com/learn/branding/verbal-identity/vocabulary-words-we-use-and-words-we-avoid) 4. [Taglines and endlines](https://www.aitastebud.com/learn/branding/verbal-identity/taglines-and-endlines) 5. [Product naming conventions](https://www.aitastebud.com/learn/branding/verbal-identity/product-naming-conventions) 6. [Microcopy](https://www.aitastebud.com/learn/branding/verbal-identity/microcopy) 7. [Long form brand writing](https://www.aitastebud.com/learn/branding/verbal-identity/long-form-brand-writing) 8. [Writing for packaging](https://www.aitastebud.com/learn/branding/verbal-identity/writing-for-packaging) 9. [Writing for social](https://www.aitastebud.com/learn/branding/verbal-identity/writing-for-social) 10. [Adapting voice across languages](https://www.aitastebud.com/learn/branding/verbal-identity/adapting-voice-across-languages) Watch: [The four dimensions of tone of voice](https://www.youtube.com/watch?v=0ar4DezKKGI) · NNgroup. The Nielsen Norman Group on funny to serious, formal to casual, and the research behind treating them as axes. Where to go deeper: [GOV.UK content style guide](https://www.gov.uk/guidance/style-guide) · [Mailchimp content style guide](https://styleguide.mailchimp.com/) · [Plain English Campaign](https://www.plainenglish.co.uk/) ## 09. The brand book 18 lessons. 1. [What a brand book is for](https://www.aitastebud.com/learn/branding/brand-book/what-a-brand-book-is-for) (free) 2. [Write it for someone in a hurry](https://www.aitastebud.com/learn/branding/brand-book/who-actually-reads-a-brand-book) 3. [Find your readers in your own inbox](https://www.aitastebud.com/learn/branding/brand-book/who-actually-reads-it) 4. [Standard section order](https://www.aitastebud.com/learn/branding/brand-book/standard-section-order) 5. [Writing rules that people can follow](https://www.aitastebud.com/learn/branding/brand-book/writing-rules-that-people-can-follow) 6. [Dos and don'ts, and how to write them well](https://www.aitastebud.com/learn/branding/brand-book/dos-and-donts-and-how-to-write-them-well) 7. [Brand story and strategy pages](https://www.aitastebud.com/learn/branding/brand-book/brand-story-and-strategy-pages) 8. [Logo pages and what rules to include](https://www.aitastebud.com/learn/branding/brand-book/logo-pages-and-what-rules-to-include) 9. [Colour pages and how to specify](https://www.aitastebud.com/learn/branding/brand-book/colour-pages-and-how-to-specify) 10. [Type pages](https://www.aitastebud.com/learn/branding/brand-book/type-pages) 11. [Layout and grid pages](https://www.aitastebud.com/learn/branding/brand-book/layout-and-grid-pages) 12. [Photography and illustration direction](https://www.aitastebud.com/learn/branding/brand-book/photography-and-illustration-direction) 13. [Iconography](https://www.aitastebud.com/learn/branding/brand-book/iconography) 14. [Applications](https://www.aitastebud.com/learn/branding/brand-book/applications) 15. [Short book versus full manual](https://www.aitastebud.com/learn/branding/brand-book/short-book-versus-full-manual) 16. [Delivery formats](https://www.aitastebud.com/learn/branding/brand-book/delivery-formats) 17. [Handover and training the client](https://www.aitastebud.com/learn/branding/brand-book/handover-and-training-the-client) 18. [Keeping it alive after handover](https://www.aitastebud.com/learn/branding/brand-book/keeping-it-alive-after-handover) Watch: [The NASA Graphics Standards Manual](https://www.youtube.com/watch?v=JQaS9k_rLvE) · Bibliografik. The 1975 manual turned page by page, which is the best way to see how one is built. Where to go deeper: [NASA Graphics Standards Manual, 1975](https://standardsmanual.com/products/nasa-graphics-standards-manual) · [Standards Manual archive](https://standardsmanual.com/) · [GOV.UK Design System](https://design-system.service.gov.uk/) ## 10. Packaging 20 lessons. 1. [Packaging basics: what a pack has to do](https://www.aitastebud.com/learn/branding/packaging/packaging-basics-what-a-pack-has-to-do) (free) 2. [Thirty-five by fifty millimetres, four colours, one million copies](https://www.aitastebud.com/learn/branding/packaging/indian-matchbox-labels) 3. [Dielines and how to read one](https://www.aitastebud.com/learn/branding/packaging/dielines-and-how-to-read-one) 4. [Front of pack hierarchy](https://www.aitastebud.com/learn/branding/packaging/front-of-pack-hierarchy) 5. [Back of pack and mandatory information](https://www.aitastebud.com/learn/branding/packaging/back-of-pack-and-mandatory-information) 6. [Barcodes, batch codes and practical constraints](https://www.aitastebud.com/learn/branding/packaging/barcodes-batch-codes-and-practical-constraints) 7. [Range architecture across flavours or variants](https://www.aitastebud.com/learn/branding/packaging/range-architecture-across-flavours-or-variants) 8. [Working with a printer](https://www.aitastebud.com/learn/branding/packaging/working-with-a-printer) 9. [Structural versus graphic packaging](https://www.aitastebud.com/learn/branding/packaging/structural-versus-graphic-packaging) 10. [Formats by category](https://www.aitastebud.com/learn/branding/packaging/formats-by-category) 11. [Substrates and materials](https://www.aitastebud.com/learn/branding/packaging/substrates-and-materials) 12. [Regulatory requirements by market](https://www.aitastebud.com/learn/branding/packaging/regulatory-requirements-by-market) 13. [Shelf impact and blocking](https://www.aitastebud.com/learn/branding/packaging/shelf-impact-and-blocking) 14. [Premium cues](https://www.aitastebud.com/learn/branding/packaging/premium-cues) 15. [Value cues](https://www.aitastebud.com/learn/branding/packaging/value-cues) 16. [Unboxing and secondary packaging](https://www.aitastebud.com/learn/branding/packaging/unboxing-and-secondary-packaging) 17. [Labels versus printed containers](https://www.aitastebud.com/learn/branding/packaging/labels-versus-printed-containers) 18. [Finishes and special effects](https://www.aitastebud.com/learn/branding/packaging/finishes-and-special-effects) 19. [Sustainability claims and greenwashing](https://www.aitastebud.com/learn/branding/packaging/sustainability-claims-and-greenwashing) 20. [Packaging mockups and prototyping](https://www.aitastebud.com/learn/branding/packaging/packaging-mockups-and-prototyping) Where to go deeper: [GS1 barcode specifications](https://www.gs1.org/standards/barcodes) · [EU food information to consumers](https://food.ec.europa.eu/food-safety/labelling-and-nutrition/food-information-consumers-legislation_en) · [FDA food labeling guide](https://www.fda.gov/food/food-labeling-nutrition) · [The Dieline](https://thedieline.com/) ## 11. Applications 12 lessons. 1. [Where a brand identity has to work](https://www.aitastebud.com/learn/branding/applications/where-a-brand-identity-has-to-work) (free) 2. [Signage and wayfinding](https://www.aitastebud.com/learn/branding/applications/signage-and-wayfinding) 3. [Stationery](https://www.aitastebud.com/learn/branding/applications/stationery) 4. [Environmental and retail graphics](https://www.aitastebud.com/learn/branding/applications/environmental-and-retail-graphics) 5. [Uniforms and merchandise](https://www.aitastebud.com/learn/branding/applications/uniforms-and-merchandise) 6. [Vehicle livery](https://www.aitastebud.com/learn/branding/applications/vehicle-livery) 7. [Website and product interface](https://www.aitastebud.com/learn/branding/applications/website-and-product-interface) 8. [Social media systems and templates](https://www.aitastebud.com/learn/branding/applications/social-media-systems-and-templates) 9. [Presentation templates](https://www.aitastebud.com/learn/branding/applications/presentation-templates) 10. [Advertising formats](https://www.aitastebud.com/learn/branding/applications/advertising-formats) 11. [Email and CRM](https://www.aitastebud.com/learn/branding/applications/email-and-crm) 12. [Event and exhibition](https://www.aitastebud.com/learn/branding/applications/event-and-exhibition) Where to go deeper: [GOV.UK Design System components](https://design-system.service.gov.uk/components/) · [Transport for London standards](https://tfl.gov.uk/info-for/suppliers-and-contractors/design-standards) · [Society for Experiential Graphic Design](https://segd.org/) ## 12. Brand architecture 10 lessons. 1. [What brand architecture is, and what it decides](https://www.aitastebud.com/learn/branding/brand-architecture/what-brand-architecture-decides) (free) 2. [House of brands and branded house](https://www.aitastebud.com/learn/branding/brand-architecture/house-of-brands-and-branded-house) 3. [Endorsed brands and sub-brands](https://www.aitastebud.com/learn/branding/brand-architecture/endorsed-brands-and-sub-brands) 4. [Naming a portfolio](https://www.aitastebud.com/learn/branding/brand-architecture/naming-a-portfolio) 5. [Architecture after an acquisition](https://www.aitastebud.com/learn/branding/brand-architecture/architecture-after-an-acquisition) 6. [Migrating a brand people already know](https://www.aitastebud.com/learn/branding/brand-architecture/migrating-a-brand-people-already-know) 7. [Ingredient brands](https://www.aitastebud.com/learn/branding/brand-architecture/ingredient-brands) 8. [When to launch a new brand instead](https://www.aitastebud.com/learn/branding/brand-architecture/when-to-launch-a-new-brand-instead) 9. [Retiring a brand](https://www.aitastebud.com/learn/branding/brand-architecture/retiring-a-brand) 10. [Drawing the architecture so a board can read it](https://www.aitastebud.com/learn/branding/brand-architecture/drawing-the-architecture-so-a-board-can-read-it) ## 13. Brand psychology 12 lessons. 1. [How a brand is stored in people's memory](https://www.aitastebud.com/learn/branding/brand-psychology/memory-and-what-a-brand-is-stored-as) (free) 2. [Mental availability](https://www.aitastebud.com/learn/branding/brand-psychology/mental-availability) 3. [Distinctive assets and the evidence for them](https://www.aitastebud.com/learn/branding/brand-psychology/distinctive-assets-and-the-evidence-for-them) 4. [System one and system two](https://www.aitastebud.com/learn/branding/brand-psychology/system-one-and-system-two) 5. [Fluency, and why easy things feel true](https://www.aitastebud.com/learn/branding/brand-psychology/fluency-and-why-easy-things-feel-true) 6. [Anchoring and price perception](https://www.aitastebud.com/learn/branding/brand-psychology/anchoring-and-price-perception) 7. [Social proof and where it backfires](https://www.aitastebud.com/learn/branding/brand-psychology/social-proof-and-where-it-backfires) 8. [Habit, and the buying that never reaches a decision](https://www.aitastebud.com/learn/branding/brand-psychology/habit-and-the-buying-that-never-reaches-a-decision) 9. [Emotion, and what it actually does in advertising](https://www.aitastebud.com/learn/branding/brand-psychology/emotion-and-what-it-actually-does-in-advertising) 10. [Archetypes, and why the evidence is thinner than the decks suggest](https://www.aitastebud.com/learn/branding/brand-psychology/archetypes-and-why-the-evidence-is-thinner-than-the-decks-suggest) 11. [Cognitive biases a designer should know by name](https://www.aitastebud.com/learn/branding/brand-psychology/cognitive-biases-a-designer-should-know-by-name) 12. [Running a test that would change your mind](https://www.aitastebud.com/learn/branding/brand-psychology/running-a-test-that-would-change-your-mind) ## 14. Brand world building 11 lessons. 1. [What a brand world is](https://www.aitastebud.com/learn/branding/brand-world/what-a-brand-world-is) (free) 2. [The canon, and writing it down](https://www.aitastebud.com/learn/branding/brand-world/the-canon-and-writing-it-down) 3. [Place, and inventing one](https://www.aitastebud.com/learn/branding/brand-world/place-and-inventing-one) 4. [Characters and mascots](https://www.aitastebud.com/learn/branding/brand-world/characters-and-mascots) 5. [Rituals a brand can own](https://www.aitastebud.com/learn/branding/brand-world/rituals-a-brand-can-own) 6. [Language, coinages and in-jokes](https://www.aitastebud.com/learn/branding/brand-world/language-coinages-and-in-jokes) 7. [Sound as part of the world](https://www.aitastebud.com/learn/branding/brand-world/sound-as-part-of-the-world) 8. [Materials and smell](https://www.aitastebud.com/learn/branding/brand-world/materials-and-smell) 9. [Collaborations without dilution](https://www.aitastebud.com/learn/branding/brand-world/collaborations-without-dilution) 10. [Fandom, and handing the world over](https://www.aitastebud.com/learn/branding/brand-world/fandom-and-handing-the-world-over) 11. [Worlds that collapsed](https://www.aitastebud.com/learn/branding/brand-world/worlds-that-collapsed) ## 15. Terminology 11 lessons. 1. [The difference between a logo, an identity and a brand](https://www.aitastebud.com/learn/branding/terminology/the-words-people-use-loosely) (free) 2. [The words for a logo](https://www.aitastebud.com/learn/branding/terminology/the-words-for-a-logo) 3. [The words for type](https://www.aitastebud.com/learn/branding/terminology/the-words-for-type) 4. [The words for colour](https://www.aitastebud.com/learn/branding/terminology/the-words-for-colour) 5. [The words for print and finishing](https://www.aitastebud.com/learn/branding/terminology/the-words-for-print-and-finishing) 6. [The words for packaging](https://www.aitastebud.com/learn/branding/terminology/the-words-for-packaging) 7. [The words on a brief](https://www.aitastebud.com/learn/branding/terminology/the-words-on-a-brief) 8. [The words in a contract](https://www.aitastebud.com/learn/branding/terminology/the-words-in-a-contract) 9. [The words for research](https://www.aitastebud.com/learn/branding/terminology/the-words-for-research) 10. [The words agencies use that mean nothing](https://www.aitastebud.com/learn/branding/terminology/the-words-agencies-use-that-mean-nothing) 11. [The words for a file you are about to send a printer](https://www.aitastebud.com/learn/branding/terminology/the-words-for-a-file-you-are-about-to-send-a-printer) Watch: [65 design terms you should know](https://www.youtube.com/watch?v=PIa17rsNSEE) · Envato Tuts+. The vocabulary, defined with the thing on screen beside each word. Where to go deeper: [Fontology, the type glossary](https://www.myfonts.com/pages/fontscom-learning-fontology) · [Printing industry glossary, PrintWiki](https://printwiki.org/) · [W3C accessibility glossary](https://www.w3.org/WAI/WCAG22/Understanding/) ## 16. Rebrands and case studies 9 lessons. 1. [How to judge a rebrand](https://www.aitastebud.com/learn/branding/rebrands/how-to-judge-a-rebrand) (free) 2. [Air India, 2023](https://www.aitastebud.com/learn/branding/rebrands/air-india-2023-identity) 3. [Zomato, 2018](https://www.aitastebud.com/learn/branding/rebrands/zomato-2018-wordmark) 4. [Burberry, 2018](https://www.aitastebud.com/learn/branding/rebrands/burberry-2018-wordmark) 5. [Google, 2015](https://www.aitastebud.com/learn/branding/rebrands/google-2015-wordmark) 6. [Pepsi, 2023](https://www.aitastebud.com/learn/branding/rebrands/pepsi-2023-identity) 7. [Rebrands that were reverted](https://www.aitastebud.com/learn/branding/rebrands/rebrands-that-were-reverted) 8. [Rebrands that worked quietly](https://www.aitastebud.com/learn/branding/rebrands/rebrands-that-worked-quietly) 9. [Category-wide shifts](https://www.aitastebud.com/learn/branding/rebrands/category-wide-shifts) Where to go deeper: [Brand New reviews](https://www.underconsideration.com/brandnew/) · [Gap's 2010 logo reversal](https://www.nytimes.com/2010/10/12/business/media/12adco.html) · [Gerald Ratner's speech](https://en.wikipedia.org/wiki/Gerald_Ratner) ## 17. The practice 11 lessons. 1. [How to read a client's brief](https://www.aitastebud.com/learn/branding/practice/the-brief-and-how-to-interrogate-it) (free) 2. [Discovery and research](https://www.aitastebud.com/learn/branding/practice/discovery-and-research) 3. [Moodboards and territories](https://www.aitastebud.com/learn/branding/practice/moodboards-and-territories) 4. [Presenting work](https://www.aitastebud.com/learn/branding/practice/presenting-work) 5. [Handling feedback](https://www.aitastebud.com/learn/branding/practice/handling-feedback) 6. [Working with clients who have no taste](https://www.aitastebud.com/learn/branding/practice/working-with-clients-who-have-no-taste) 7. [Pricing and scoping](https://www.aitastebud.com/learn/branding/practice/pricing-and-scoping) 8. [Contracts and ownership of work](https://www.aitastebud.com/learn/branding/practice/contracts-and-ownership-of-work) 9. [Timelines and phasing](https://www.aitastebud.com/learn/branding/practice/timelines-and-phasing) 10. [Portfolio and case study writing](https://www.aitastebud.com/learn/branding/practice/portfolio-and-case-study-writing) 11. [Building a studio](https://www.aitastebud.com/learn/branding/practice/building-a-studio) Where to go deeper: [AIGA standard form of agreement](https://www.aiga.org/resources/aiga-standard-form-of-agreement-for-design-services) · [Design Council, the double diamond](https://www.designcouncil.org.uk/our-resources/the-double-diamond/) · [Freelancers Union resources](https://www.freelancersunion.org/resources/)