• Jibran KutikJibran Kutik, over 10 years ago

    It's funny. The more I think about this, the less I think of this this as a brand. It's a collection of delightful visual elements, but it is not a brand. At best, maybe it's a collection of branding elements. Maybe it's an identity project. A brand is a communication between a business and it's customers. The word 'Coca-Cola' as set here without their trademarked logotype and colors still evokes a certain emotion. Even the made up brands you create in art school require you to think of the product you'll be branding and the users you'll be targeting. Hessian is meaningless.

    So maybe this is a study on the meaninglessness of branding in startup culture. The majority of startups don't seem to put a lot of effort into truly defining their branding beyond a catchy (yet meaningless) name and a blue logotype.

    Whichever startup falls in love and purchases this will get a nicely designed set of graphic elements and a new name and Tumblr account. If a few hours of work and an incredibly picky seller manage to somehow magically find a product/team that 'Hessian' truly represents, it might become a brand.

    But as it stands, without a product, a team or users to stand for, Hessian is not a brand.

    3 points