Erica Gorochow: How to Design An Iconic Brand

Have you ever wondered what a brand really is? Let me put it this way, why do you think people often choose McDonalds over Burger King, even if the later is of better quality? The answer lies in your emotions.
Stanley Hainsworth, creative director for Nike, Lego, and Starbucks said: “A brand is an entity that engenders an emotional connection with a consumer.” This is why companies pay exorbitant amounts of cash for a logo design (Steve Jobs payed $100,000 for Next's logo design), because it is more than the symbol that will represent their company, but it is often the difference that will make consumers buy or ignore your product. Consumers buy the experience (what makes them happy), not the product itself, and this is represented in your brand. So what does it take to make an iconic brand?


Iconic brands aren’t magic. They are not, as they tell you, a product from the hands of a singular design genius. Fact is, great branding can be achieved by following a few basic design principles. In this short video, Erica Gorochow will show you a crash course of 2 minutes and 45 seconds animation that will explain the "magic" behind. After this, maybe you will become a "genius" in brand design (or at least be less perceptive to advertising).
We also recommend watching: "Simon Sinek: How Great Leaders Inspire Action" and "David Armano: Brand U.0- The Era of the Personal Brand".


Erica Gorochow is a motion designer, animator, and freelance designer in New York City. She has freelanced with  companies like Mother, VH1, BL:ND, National Television, Brand New School, Lifelong Friendship Society andHunter Gatherer, among others. 

Erica Gorochow: How to Design An Iconic Brand