March 25, 2015
Posted By: Marc


There’s the saying “the whole is greater than the sum of the parts” which applies to much in life. However, in branding, a part can often be equal the whole — if not greater.

Today’s modern brands need to effectively communicate their organization’s message to an ever-larger and ever more distracted audience. This requires more sophisticated branding tools to properly connect.

In the past, brands needed to do little more than be consistent with their visual presentation. That is, an organization would create a logo and then apply it to, well, just about anything: stationery, packaging, television, billboards, etc. This generally served brands well for decades. Yet, today’s audiences are far too savvy to accept messages from brands who feel content to “set it and forget” by  blasting their message out robotically, regardless of context. The most successful, dynamic, and thriving brands today have adapted to the swift changes in media (and media consumption) by creating powerful visual identities that are contextual and responsive. More often than not, they have developed identities whose parts can often act as a shorthand for the brand as a whole, allowing for maximum recognition in the widest variety of contexts.

The term “extractable branding unit,” or EBU, is a common term in the realm of consumer packaged goods, referring to any recognizable part of the larger whole brand identity. Often, this is a discernible graphic style, color, or image helping to convey brand cohesion across multiple products in a retail setting. However, we find that the concept of an EBU is very useful when referring to the entire brand, and the best place to extract from is the logo itself.

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March 10, 2015
Posted By: MSLK


For many of our clients that are new to working with us, the design process can seem subjective and overwhelming. They know what problems have to be solved, but do not know how and where to begin implementation. GCI magazine asked MSLK to shed light on the best way to navigate implementation of a branding or rebranding initiative. In the article, we explain how the creation of a retail brand’s touch-points begins with packaging, followed by the website design and support collateral. Each design deliverable builds upon the next ensuring for a cohesive system that is easily expandable. A recap of the article appears below:

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