Massimo says...

The philosophy of a brand identity

By ralphsmit 

The philosophy of a brand identity

Brand identities are living breathing things that need to look as sharp and as stunning now as they do in 2011. Perhaps the old Prada poster didn’t yet have as much personality or sense of style but either way, these are highly coveted positions and...
Brand identities are living breathing things that need to look as sharp and as stunning now as they do in 2011. Perhaps the old Prada poster didn’t yet have as much personality or sense of style but either way, these...
The first AI brand identity

By ralphsmit 

The first AI brand identity

The new logo’s wings, got stripped with some bold lettering and reduced legend to something more thrashing. Had been criticized for how “angry” the previous “f” emblem was, here we are, pointing out the improvement. The icon is extra italic and kicks ass with the...
The new logo’s wings, got stripped with some bold lettering and reduced legend to something more thrashing. Had been criticized for how “angry” the previous “f” emblem was, here we are, pointing out the improvement. The icon is extra italic...
Dear Massimo, how to make a product stand the test of time?

By ralphsmit 

Dear Massimo, how to make a product stand the test of time?

When a brand like this is launched, as it was with my uncle’s products, it needs to look as if it has emanated from his home town. He is not a designer’s designer, so he should be able to represent his product effectively. He was...
When a brand like this is launched, as it was with my uncle’s products, it needs to look as if it has emanated from his home town. He is not a designer’s designer, so he should be able to represent...
Massimo on finding you brand voice

By ralphsmit 

Massimo on finding you brand voice

When a brand like this is launched, the onboarding materials are just that, they put the brand front and center so its clear. Unlike most of the consumer interface materials on MSN and even its Twitter account (@ as bad or, worse, belligerent), The Complete...
When a brand like this is launched, the onboarding materials are just that, they put the brand front and center so its clear. Unlike most of the consumer interface materials on MSN and even its Twitter account (@ as bad...
Massimo on making a brand young

By ralphsmit 

Massimo on making a brand young

Creating a quirky and fun brand is always engaging because it presents political entities in a fresh and emotional way while still complying with basic rules of good design,” says the agency. “It puts attention where it belongs: on the exciting, contemporary and rebellious attitude...
Creating a quirky and fun brand is always engaging because it presents political entities in a fresh and emotional way while still complying with basic rules of good design,” says the agency. “It puts attention where it belongs: on the...
Launching a new furniture line

By ralphsmit 

Launching a new furniture line

The new brand is rooted in the heritage of the brand. Skanas are more than just a skateboard cut – they are a powerful tool for performance, technology and creativity.” The old logo was alright, with a skateboard-slash-American-flag icon that managed to convey that it...
The new brand is rooted in the heritage of the brand. Skanas are more than just a skateboard cut – they are a powerful tool for performance, technology and creativity.” The old logo was alright, with a skateboard-slash-American-flag icon that...
Dear Massimo, what is a well-designed brand?

By ralphsmit 

Dear Massimo, what is a well-designed brand?

A well designed brand is like an onion, the good ones have many layers and provide many benefits for the organization’s image management, for example. While I could put too much emphasis on layers in this post, in their submissions to Engadget they have expertly...
A well designed brand is like an onion, the good ones have many layers and provide many benefits for the organization’s image management, for example. While I could put too much emphasis on layers in this post, in their submissions...

Load more articles

Latest in

Dear Massimo

Let artificial intelligence teach you

Dear Massimo, how to make a product stand the test of time?

Dear Massimo, how to make a product stand the test of time?

When a brand like this is launched, as it was with my uncle’s products, it needs to look as if...
Read more
Dear Massimo, what is a well-designed brand?

Dear Massimo, what is a well-designed brand?

A well designed brand is like an onion, the good ones have many layers and provide many benefits for the...
Read more
Dear Massimo, how do you create a typeface system?

Dear Massimo, how do you create a typeface system?

The typeface system is a continuation of this focus on typography, holding the exploration of the hair type near and...
Read more
Dear Massimo, what font do I need to use here?

Dear Massimo, what font do I need to use here?

A brand like this needs to use sans serif font to convey the right message but ideally that font should...
Read more

Latest in

Massimo on

Massimo on finding you brand voice

Massimo on finding you brand voice

When a brand like this is launched, the onboarding materials are just that, they put the brand front and center...
Read more
Massimo on making a brand young

Massimo on making a brand young

Creating a quirky and fun brand is always engaging because it presents political entities in a fresh and emotional way...
Read more