“Smash your brand”

After a couple intense weeks of working on pieces for the Omniture Summit, I was able to attend some of the events yesterday. It’s an interesting sensation to walk into the event venue and be surrounded by all this signage I’ve been collaborating on. That’s a lot of green.

The closing session for the day featured Martin Lindstrom who related many great things to work into professional practice. One in particular is the idea of “smashing your brand”– that is to say, having recognition of your company and product without the logo at all and more so by the smallest elements used in building your brand (i.e. a familiar color, sound, or the way photography is used, etc.). I was sitting with the UXD team who had to credit my friend Brad McCall for his handling of the Omniture brand in it’s initial conception such that many elements are recognizable as signature Omniture to people who have worked with them. For a session at a conference for a technology company, I was thinking how much of it was directly applicable to design, which gets me fired up to design and examine some new ideas.

I’d like to think that I’m building my identity fairly well so far. Of course, I don’t have a logo as yet, but feel that the use of sketched elements that I create almost subconsciously sometimes that I used for the buttons, borders, and menu items on my site make it unique as something identifiably me.