The Visual Brand: One Aspect of the Whole
Brian Still, vice president of brand identity and execution at Wells Fargo, opened the event with a talk about the visual standards used by Wells Fargo, specifically the standards for the Wells Fargo stage coach. The amazing point was that in this digital age their primary image is an oil painting of a stage coach, and testing showed that that was preferred by their audiences.
The panel discussion followed and it began with each panelist defining the visual brand. It followed with a discussion of best practices in communicating visual brand guidelines to stakeholders, balancing customer relevancy with company objectives when rebranding an identity, visual brand research, and new trends in visual brand experiences.
Brendan Murphy, senior partner in design at Lippincott, Kurt Munger, creative director at Interbrand and Matthias Mencke, creative director at Siegel+Gale provided an agency perspective. Hizam Haron, senior manager of identity at McKesson, and Christine Arthur, brand program manager at Wells Fargo, provided the client-side perspective.