Branding: Identity Design w/ Yo Santosa
ฝัง
- เผยแพร่เมื่อ 16 พ.ค. 2024
- Chris Do sits downs with Founder and Creative Director, Yo Santosa for her perspective and insights into building brands with personality. It's a special late night edition of Unfiltered taped live in front of a studio audience.
This is a must watch episode if you are a graphic designer and want to understand the secrets behind building powerful brands.
Watch Yo's talk at AIGA Hecho en LA talk here:
• Branding Identity Desi...
5:22 What is branding and what isn't?
8:15 How to go from being just a designer to becoming a Brander? Become a Matchmaker.
10:00 How do you learn about who your customers are and turn that into messaging, colors fonts look and feel? Start with Words.
13:09 What is a Beautiful Word?
15:32 How to get a client to rebrand?
18:50 Why pay somebody if you're not going to listen to them? Credibility.
22:44 Whats the secret? How do you give brands personality? Start with a Name.
28:08 Work for a big company or have your own design studio? Freedom of the Struggle.
31:00 How did you come up with Ferroconcrete as the name of your design studio?
33:38 Is it hard being a leader?
35:06 Did you pursue any further education after design? What do you know about business, management, marketing?
36:58 Do you have any tips or advice for leading a meeting with a client?
40:54 Could you extend your principles on branding a business, to branding yourself?
43:06 Do you approach running your business like a designer or a CEO?
Ferro Concrete Design:
ferroconcrete.com
Want to learn more about #Branding? Read #TheBrandGap by Marty Neumeier. Here's the digital version:
ptgmedia.pearsoncmg.com/images...
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If you would like to watch Yo Santosa speak about branding and her process without interruptions you can watch this video here: th-cam.com/video/3FchyEpyKEc/w-d-xo.html
Thanks guys :) will be watching! It’s Saturday but I’m dedicated to the design grind right now :) - Love loz (BY LOZ CHAI Graphic Design) - Australia x
Fine interview. Immensely informative and pleasant. Thoroughly enjoyed.
I think the best way to describe this interview was *adorable* Yo is so delightful 😄
that sounds spot on. She is adorable.
"First of all, a brand is not a logo. [...] Second, a brand is not corporate identity system. [...] Finally, a brand is not a product. A brand is person's gut feeling about a product, service, or company. In other words, a brand is not what you say it is. It's what they say it is." -- Marty Neumeier, The Brand Gap
"What people are saying when the brand is not listening." -- Yo Santosa
"Everything is negotiable." -- Chris Do
You are a great student and listener.
A brand is not a gut feeling about a person, company or product. Gut feeling is a characteristic - not the brand.
She had a great personality that's for sure. She screams out genuine genius.
Will Vice Yo is amazing.
#YoGenius
I think you should keep doing the black comment slides. Very helpful and funny.
And to the viewers who felt like Chris was being intrusive... this is my opinion: Yo's answers often ranged from sweet giggles to vague-ish explanations. Don't you agree? It needed something more. Chris is great at dissecting and breaking things down for us to understand. That's what made him so well known at ArtCenter as an instructor and that's one of the shining qualities of his channel. It wasn't about "routing" her answers or getting the "spotlight." It was about making sure that we, his viewers, were getting something insightful. An understandable, satisfying perspective from a talented designer.
Aww. Thanks Eunice.
the slides were Yo's idea.
I agree!
Best interview so far!!
Not only Yo shows a beautiful, thoughtful and honest perspective but Chris really knows how to ask the right questions.
Inspiring interviewee and skilled interviewer!
Wish you all the best.
Andreia Pinhal appreciation it.
I want to invite @Yo to come back. What should we talk about?
Developing brands and advertising campaigns in a developing market. I was the Creative Director for TBWA\Hunt\Lascaris many years ago. I now work for a corporate company with around 15 brands. Problem is that in Namibia (southern Africa) not many corporates understand advertising, branding and PR. I realised this is a global issue but with the Country population at just over 2million and the tax payable market at around half a million, marketing budgets are very small. Data is very expensive so online has a limited market share compared to newspapers and radio. It would be interesting to here her, and your views on advertising in a market where the brand managers and marketing managers are mostly nothing more than old AEs or have limited tertiary education in marketing. I enjoyed your views and they are similar to three of my old mentor's views.... John Hunt (ECD for TBWA), Damon Stapleton (Ex TBWA) and Ross Chawles from Jupiter Drawing Room In Cape Town (now teaching in New York somewhere)
Thank you for your uploads. They are an inspiration to us lowly creatives in Africa
+Delano Potgieter hi Delano. We don't get many of your stature and experience on our channel commenting. Great question. Let me start thinking about how to answer this along with Yo. Thanks for watching.
Not sure if you guys know of John Hunt (TBWA ECD), Ross Chowles (Jupiter Drawing Room South Africa) and Damon Stapleton ( Ex TBWA, now ECD of Sachi&Sachi AUS)?
They are legends here in Africa. All from South Africa, which has a much bigger market. Damon often said I was lucky because I didn't have the luxury of throwing money at a creative problem and had to find other ways to speak to the market. Sure Sure...but I do wonder how I would have solved problems in a more competitive environment. Would I still have been at the top of my game? Would I have had the honour of walking a team up to collect awards? Not sure. Watching your posts makes me realise that its a tale as old as time and that your views are similar to the old greats...just more focused. In the 80s and 90s advertising was great fun. We crafted the shit out of stuff and no one could give opinions because no one knew how to do our jobs. Now every idiot thinks photoshop is a design tool and that their opinions mean something ( mostly because everyone posts their bloody opinions on social media, which is great if you want to research a target market, but is sux when a youngster feels the need to criticise work to feel empowered. )
Keep up the good work guys.
Design can be taught, but can creativity?
Please explain the young mind concerning abundance(mass market) versus exclusivity (small production, high price). "If it's too affordable everyone will have then I don't want it anymore" mentality
This still remain one of the best videos on this channel. Bring Yo Santosa again!
I really love the idea about being an IMAGE-MAKER which is why I promote myself as Designer & Illustrator and not simply a motion designer.
Because as mentioned, everyone needs images in one form or another.
Great interview guys. Yo's analogy of being a matchmaker was a highlight. The largest takeaway from watching has come about from asking myself 'Why am I attracted to Branding?". It is the ability to be a storyteller through the process. Turns out this is something I inherently value, but before I didn't make the connection between the two.
I’m so glad I found this interview and this channel this is literally made my life!
probably the best video i've seen this year. many thanks.
+murmuringmind Wow! That's a big endorsement.
This was such a fun interview. I learned and laughed. Love the topic of branding.
P.S. Thanks for keeping these shows PG. I feel comfortable sharing your videos with people of all ages.
+Michelle G thank you Michelle. We do our best to keep it clean and appropriate for all ages.
+Michelle G "I learned and laughed." That's the best endorsement we could ask for.
Chris Do You guys are the best! Thank you for creating these. I shared this episode with someone yesterday.
Thanks Michelle G! You da best.
Marty neumeier's 'Brand Gap' is a great book people. Get it if you don't have it already. Excellent interview. Yo is super cool, interviewer was very good with a excellent grasp of modern branding
I truly love the show, the unique, transparent way, you do the show is awesome. I learned a lot. Thank you very much for doing the show the fun and creative way you're doing it.
Thanks for the positive vibes and encouragement.
I think the thing that really makes this show great is that Chris is willing to give away the secrets with no compromises or holding back. No puzzles or riddles, just matter of fact: "here are the tricks and here's how to use them".
One of the best videos out there about branding.
This has to be one of the best channel on youtube. Thank you for selfless uploads and giving out so much knowledge. This is truly amazing.
Thank you. We agree. :)
Branding is something that connects your products with your customers emotionally and make them love your products and feel trust to these products
WOW, 10 mins in full of great info, well researched people here.
Comments on this page also reflect how people perceive this channel (brand). Totally insightful,engaging and very thought provoking. Awesome interview
I love this interview. I gives great experience about managing clients stress free.
Chris, amazing clarity in your thoughts and so much value in it.
The interviewer is really sharp. Hats off to you Mr Chris Do if you are reading this!
Thanks. I'm reading it Mr. Dracorage.
I shared these videos with my friends and forced them to watch it lol. That's how much I love this channel. Chris reminds me of one of my favorite teachers who just asks you questions repeatedly till you arrive at an answer which you thought you never had.
lol. so what did your friends think?
The Futur They all found it interesting even though we all study electronics engineering! One subscribed too. She said just watching this puts her in a productive mood 😁
Can we just see more of this lady? She is amaziiiiing. Can't stop watching this. She has an amazing personality and character.
We can have Yo come back. What do you want her to talk about.
I clicked on this video to get ideas on what people do to come up with a design. Watching. I've found so many interesting points that delve so deep into the thought process. This interview and discussion is probably one of the best things I've watched on the internet in years. So many of the points made in the interview can be applied personally and professionally. Great video guys. You got another sub. :)
thanks BlankStare.
I discovered The Future's videos from a local design blog in Hong Kong and I have been watching the videos for the past few months. I love how interactive this video is, and it gave me so much insights and advice as I am just starting fresh in this field. Can't wait for the second episode of this!
there isn't a second episode but we have Yo's entire presentation at Hecho en LA. To be released some time in the future.
I think Yo is innately good at what she does (combined with experience and hard-work) but that is why she has a difficult time explaining her process. She let's her instincts guide her. I love her fun personality.
she is very much an intuitive designer and her instincts serve her well.
she does have a process but it comes so natural to her that she doesn’t look at it as one.
The intro is good enough to falling love.
This was awesome!! working as a Graphics designer since 2001 i have never understood how brand works, thank to Yo and Do for making me understand real branding process, thank you so much and loving you both for great job.
Thank you Gopal. #branding it's not what you say it is, it's what they say it is.
It's my first video that I watched of yours, I never thought I'd enjoy it as much as I did. It's very clear and to the point! Thank you for uploading great content!
Thanks. Glad you enjoyed it.
I enjoyed the interaction and valuable insights from both of Chris and Yo.
You guys just got yourselves a new subscriber. This interview was FILLED with so much insight that I almost feel guilty for getting this deep into Yo's brain. Thank you so much for posting this! Found you looking for ideas on a digital marketing campaign project that I'm doing for school.
Melisa Wilson hot dog! Peeking into people's minds is what I do best.
Came here to watch an interview on brand identity for a uni assignment, but ended up really enjoying it! Great interview
Chris, thank you for differentiating the difference between Identity design and Branding.
...I really speak of this all the time.
you're welcome. people screw this up all the time.
Her work is really great. Love the TBS Network solution!
I really like this Channel - I don't write comments that often but I had to sit and say Thank you for the Value you are bringing on youtube with your videos, guests, and knowledge you spread.
Keep up the good work and looking forward to seeing more content from you;)
Chris, thank you for creating this content. Your honesty and perspective is refreshing.
Thanks Adam. Appreciate the feedback.
Just watched this again, a year later. Since then, a lot has changed for me and your work has been a huge part in transforming my career.
This was really insightful. Thank you Chris and Jose for doing such videos.
You're welcome Nihar!
Some people know how to talk. Others create success. It’s pretty clear who is who here. Learned a lot from both.
they are not mutually exclusive ideas though.
Yo is so mesmerizing! Would love to see a follow up interview where she's actually in her native environment, her studio!
I been studying and articulating to friends/family what branding is as a whole, this episode has beautifully reinforced my understanding and further gave clarity to it's meaning. Thank you so much, it was fun to watch and bookmark this episode for future reference :)
appreciate it Jose!
loved this one.
I thoroughly enjoyed this episode. Skool is a real inspiration to me. Great episode guys. hehe :D
+Candace Nelson, Thanks Candace.
Who is watching this beautiful video in 2022! I felt bad for missing this great information ! Thank you so much ! I have a new beginning now
better late than never.
Just discovered your channel and look forward to viewing more videos! Chris did a great job moderating and Yo was a fun and admirable guest. Thanks for sharing your case studies and giving us a glimpse into your process. I loved the matchmaking analogy and learned to start with words and the associated visuals/emotions when branding.
+Jasmine Pae Welcome Jasmine. Hope you poke around and look at our other content. Let us know what you think.
Asking the right questions, thank you
TONS OF FUN AND SO SO HELPFUL !!!
CHEERS TO THE SKOOL !!
Thanks for coming.
Loved this, engaging and thought provoking for creatives
At 7:00 around there when you mentioned about the logo design and branding whatever i think it is both, i believe, i know, and it is both. They buy the brand or product for whatever they believe in and for whatever reason. They just buy the brand or product because they love that brand and style. They buy it because maybe the logo represents something. There's a lot to it. It has to do with liking, loving, supporting, and whatever it is to them that's why they buy it. Many people do buy something just because of it's name and slogan. It's not just one thing. It's a lot of thing's.
I really like Chris's interview style, i understand that designers sometimes have difficulty to explain what they want to say. Like when Yo said "start with words" and i understand that part, but when she said "words that beautiful" it makes ambiguous statment, and then you make it clear by asking what the exact definition of the beautiful words are.. Bottom line is you make the interview clear and structural so even people that doesn't do design will understand. Thank you so much for keep making videos ❤️ i also love Yo's works and would love to see her again in the Futur 😍
Vanessa Catarina glad I could bring some clarity to Yo. She's amazing. Thanks for appreciating my style.
This is still a legit video. You guys are hilarious. P.S. they never edited out that Pisces make great lovers hahah! True statement coming from a fellow pisces. I appreciate these tidbits. I came from the Consulting space, but now I'm choosing the path of creativity!!! Thank you guys for making content still valuable and helpful, regardless of what year.
Love this content... Identity Systems Designer! yes! Yes!
This is dope. I've re-watched it almost five times now!
Wow. That's impressive
Loved the interview.
Despite some comments, Chris is doing an amazing job as an investigator putting the pieces of the puzzle together.
He's filling the gaps and helping her achieve clarity of mind like a true brand strategist.
thanks Alex.
23:39 We have the ability to self-discovery and adopt our own process as an artist, which actually works in our minds without knowing. Because its not something that someone else showed us, it doesn't seem like a process, it feels more like a habbit so we cannot describe 'how'.
Amazing video! Thanks a lot for sharing your knowledge.
you are totally right. not until we have to explain our own process to someone else that we become aware of how we do things. it happens on such at autonomic level that it appears to be instinctual.
Exactly! Thanks a lot for the reply :)
Yo was great, I learnt quite a lot and loved the analogy about being a matchmaker. Thanks for sharing, I've subscribed :)
I must say this is good and truly amazing video about branding. and for me I thought I was the only one who goes and look for beautiful words as well ranging from English and Latin only based on their meanings and how its express.
+Corneilous Phillips The search for "Beautiful Words" as described by @yoSantosa is inspiring.
Chris Do Yes it is and yet I do the same thing as well its cool to find just that one word or phrase that can just describe a brand.
That's like the best intro I've seen ever.
blown away! love this interview! learned so much from it!
thanks Cathy
OMGosh this was great! I'm saving this to watch again. A lot of great information for designers!
Thanks Christina!
This is truly so insightful! Absolutely love the way this interview was done. Feel so inspired. Definitely subscribed and will watch this again.
Thanks bubbles.
Oh! Yo is absolutely adorable!!!! I loved the way she described her process!!! I want more!!! s2
Fernanda Flores she's awesome and adorable.
I absolutely enjoyed this interview! Really appreciated the insight in running a business and building up a brand. Thank guys and thanks Yo! :D
+John Housty She's pretty great!
Hey, we did an incredible thing. We got Yo to actually sign up and get a TH-cam account. Amazing! #Progress #SocialJunkie #2016Resolutions
+yo santosa lol :D
i don't remember how many times i watched this video, but i thing i sure, every time i watch this, I learn new things, thanks THE SKOOL NETWORK!
Thanks Carlo. Longer, meatier episodes require multiple viewings to help you process everything so there's no shame in that.
Cool interview so far. I just had to say that even though the arm is not human it is a needed part of the human body. The parts of the body are the identity system or the brand of the company or human species ❤
enjoyed the show. my goal is to build a global brand and spend lots of time reading, watching and trying to learn what works best form me. I'm more of a gut instinct doer like Yo and less of a system teacher like Chris. Great information Chris. I'd love to meet and have a conversation with both of you.
Those 40 minutes went by quick! Real fun conversation - great great ideas.
Thank you
i learned so much from the first 10 mins. Very helpful for helping me w visualising my own brand identity. thanks!!
QY Zhou did you watch the rest of the show?
I absolutely LOVE Lady Yo! That woman is extremely knowledgeable, and a huge inspiration for me, I have already learnt so much from her - watching videos , reading interviews etc. She is just RAD! Love Loz (BY LOZ CHAI Graphic Design) - Australia
she's amazing.
You really believe that your content is extra-high level. I am not compare your content with other youtubers.Thanks for give this type of visual and examplized content by highly expert staff or members
Great episode with a lot of insight about branding. Very impressive how her personality speaks through the different brands. Amazing! Thanks for sharing!
+Jordi B Yo is a pretty remarkable person.
Really great interview - the advice about client meetings was great - It's always best to walk in without expectations and just have confidence that the company your meeting with needs you and not the other way around. If it goes bad, just be thankful you found out early that it wasn't a good fit and move on to better relationships.
Exactly Daniel! Thanks for hearing that part of the message.
I think that a brand's visual style is part of the branding, the identity that acts beyond a mission statement, etc., in positioning it within the consumer's mind.
it's a part. a small part.
wow, I can't believe I've arrived at your 2015 videos....have been obsessed with your videos since the day I made that comment about the audio...lol I can't stop watching and now every day I look for what you have next.....thanks guys. #MrBenBurns #ChisDo #JoseCabeller #thefutur
Man! How can 37 people unlike this?? This is awesome!
Kris Zalameda I know right? What the heck.
The other hand
Thanks for the interview. It helped remind me that a brand is a feeling and not a logo. Good analogy about the arm being only part of the human.
thanks Robert.
Randomly just found this video, AMAZING! Please more! :)
Hb Sabrine more Yo? More on branding? Give me a few things you want to see more of.
I agree Hb Sabine! Would love more on branding and the process!
Learned so much! Thank you for the fun and conversational interview.
+Lindsay Barrett Thank you for watching Lindsay.
Great information. Thank you for sharing!
What a great bubbly personality ❤
I've learned a lot
This is one of my favorite video of yours
I usually skip and move on to the next video but this actually got me hooked. Great topic to talk about and it was really entertaining. Thumbs up to you guys!
Thanks Ebbie. Yo is definitely worth listening to.
You have great content. very informative for any level of creative. keep up the good work bruv
Appreciate it.
Fun, Approachable and Not so Serious. I guess it works for both the brand and a person. Thanks for the wonderful video guys.
Yo is awesome!
What's with all the negative comments. People whining about this not falling into a strict interview format, blah blah. This is educational and I'm happy to have access to such videos. I'm trying to start my own business and say, even 15 years ago the "little guys" didn't have access to such education, you had to be some faceless corporation and they owned everything leaving no room for the little people trying to start small business. I like tips and educational videos like these and I appreciate it.
Thanks Britt. I think people assume that if someone is joining me in the studio that it's an interview format. It's not. I don't do that. Atleast, not in this format.
Always feel like some great designers have great intuition and they design by following this intuition. "Do not ask me process because I have no progress!" --Yo :)
Thanks for sharing this great video!
Yes. You are totally right. Most super creative people actually don't know their own process which makes them not such good teachers. Doing good work comes naturally to them. Me, I have to work at it. Break it down. Document it. Share it.
That was remarkably enjoyable. Both entertaining and intuitively educational.
Deepwood Handcraft ty.
Love these talks because theyre down to earth practical & approachable! Not some introductionary theoretical shit :)
Is there already a new interview uploaded with Yo?
Love this!
This was super helpful and fun to watch. Thank you!
You’re very welcome.
i just wanna say thank u thank u thank u so so much, guys..
i really love what u do in this channel. I believe in the future, the futur will be the future :)
Thank you.
Enjoyed the episode a great deal....! Yo was great..! Chris you did really well to. The interview provided some great insights. Thank You....
+Stephen Lee She's great. Can't argue with you.
+FlyEcho Don When it's just word , it is called "work mark". That's actually cool man. Personally "word mark" will help people remember your brand easily, than a logo. But only when your brand name is not a very usual, beaten name like say "summit, Everest, pink " . Don't go for my word or her word, go for your instinct. 👍🤘
+Mukilan velan good advice.
+FlyEcho Don good luck.
I can't say how much fun I have when I watch your show!
I think you just did Eric.
+The Skool Network lol. Sorry. Goof ball moment.
+Eric Martinez totally cool. We like those kind of comments.
I really loved the casual and practical approach to this. I related to a lot of the topics discussed. But how do I use this just as a student so that I could learn early as a future designer? I hope to see more of other freelance designers too.
Brilliant discussion. So many insights. Thanks.
Thanks!
I'm a simple man, i see Helvetica, i click like.
nice. me too.
I'm officially hooked to this channel! Not only do you guys do a great job in educating your viewers with valuable insights accumulated through 20+ years of design experience, but HOW you deliver all this information is where I think this channel shines. As someone who hasn't attended design school and is currently self-teaching, I see this channel as the "no-BS", fun and quirky professor I'd be good friends with outside of class.. not the mundane, monotone professor who would bore you to sleep with endless powerpoint presentations and 10 page research papers.
Here are my 3 biggest takeaways and observations from this discussion. Please feel free to correct me if I misunderstood anything :)
- As Yo brought up with her awesome analogy, branding is just like match-making. If you want to attract that person you like, get to know them first. That being said, the key to successful branding starts with having a solid understanding of the product/business and its respective users/customers. By understanding what problem a business is tackling and how it is attempting to solve it, combined with an understanding of its customers and how the business makes them think/feel, you can use that knowledge as a starting point when developing the company's visual and emotional profile. (Follow-up question: When developing a company's brand, how do you balance basing it off of how customers currently feel about that company VS how the company would like customers to feel about it in the future? Should there even be a balance at all?)
- I resonate and highly agree with Chris' perspective when it comes to negotiation and your value as a designer. When working with potential clients, figure out how much they are willing to invest in your time, effort, & skills and make sure that is clearly reflected through how much they are willing to pay you. As a fellow creative, I know many people who are uncomfortable with these kinds of discussions because we are already happy with doing what we love. We tend to lower our value at times in fear of losing a potential client and opportunity to add to our portfolios. Don't be afraid to bring up discussions related to money and equity because this is your time that you're putting aside for them.
- Constructive criticism: Chris is clearly a design & business vet who did a good job moderating the conversation, but there were a few times where the conversation started to feel a bit uncomfortable for me as a viewer. In my opinion, it's the moderators job to not only make sure the conversation is alive and moving along smoothly, but it's also his job to make his guests feel comfortable and in a good mood. I'm no expert, but that's just my 2 cents.
Other than that, thank you for making this video!
Ferj, thanks so much for your comment and summary. Glad to have you in our audience. You are spot on about the matchmaking.
Great episode and super insightful! The big takeaway for me, is that I need to have case studies ready in my arsenal for when I'm talking to clients. I also really liked Yo's analogy of "branding is like matchmaking", and her process of searching for "beautiful words" to define/describe a brand clearly, and visually.
Sounds like you got the important stuff from the show.
Most definitely! I actually watched this episode twice, like most of your episodes if I'm being honest. They are all chock-full of great information. As always, @theChrisDo and @JoseCaballer provide and present very valuable content.
+Joe Medina I'm not gonna lie. I watch other videos multiple times too. I take notes while watching just to make sure I extract as much value as possible.