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Slope Interview Series: Karine Hsu, Slope Agency

It’s easy to think about branding in isolated, stratified terms: “blue means loyalty,” “purple means trust,” or “serif fonts convey power and maturity.”

The reality is that modern branding has evolved beyond these relatively simplistic associations.

Branding is all about nuance

Today, branding is much more about building an interesting, robust system that captures something greater than the sum of its individual parts.

In other words, we could use the color blue within a brand system where it has nothing to do with loyalty—the same goes for typefaces or any other part of your brand.

That’s why it’s so important to think about brand systematically rather than as a set of isolated, individual components.

You could stare at a logo for 2 hours…but that’s not how your brand will look in real life. In reality, your logo never appears in isolation. Instead, it will be shown on your website, packaging, etc. where it’s paired with colors, typography, visual elements, photography, and other elements of your brand. That’s why it’s so important to think about brand systematically rather than as a set of isolated, individual components.

You could stare at a logo for 2 hours…but that’s not how your brand will look in real life. In reality, your logo never appears in isolation. Instead, it will be shown on your website, packaging, etc. where it’s paired with colors, typography, visual elements, photography, and other elements of your brand. That’s why it’s so important to think about brand systematically rather than as a set of isolated, individual components.