BRANDING
unleashing the power of brand strategy
BRANDING
why good brand identity design matters
BRANDING
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welcome to
horsepower
A borderless blog where you can find out what we think about branding, about design, and how they both work. You can also get under our skin and discover what makes Equus tick. And if you want to get up to speed on what’s happening, you’ll find updates on our new work, job vacancies, and events.
BRANDING
keeping brands afloat during times of crisis
BRANDING
what is the
future of branding?
BRANDING
inspiring your
people to
‘live the brand’
– Part 1
BRANDING
are you
future-proofed
for growth?

Articles tagged:Building Brands

Why Good Brand Identity Design Matters – Part 2

People often say that ‘Beauty is in the eye of the beholder’, by which they mean that beauty is purely subjective, and there are no objective criteria by which we can judge it. Despite what the sceptics say, we believe that there are objective notions of what ‘looks good’, and ‘feels right’ in the human mind, across times and cultures, and this determines how brands are built. In this blog post, we explain why.

Why Good Brand Identity Design Matters – Part 1

From the moment we wake up to the moment we sleep, we are surrounded by our favourite ‘brands’, the products we’ve selected to get us through our day, all of them represented by the brand identity that defines them. Why did we select them, and what has all this visual ‘power dressing’ got to do with it? Why isn’t everything just sold to us naked, in plain brown paper bags? Answer that question, and we understand not only why we need logos, but also why they need to look good.

luxury
in crisis - part one

DESIGNER DEBATES #2

21.04.17

Luxury is in an existential crisis. Market forces are driving a constant redefinition, and some would say a debasement of the category...

ethical branding

is branding
ethical?

Is branding ethical? If you’ve read our booklet Being Equus you will know that this is a question we care a lot about..

the future of the museum in asia

For more than two millennia, museums have been a defining feature of high civilization, from the earliest recorded in the Neo-Babylonian Empire around 530 BC, to the iconic Tate Modern in London.

how brands
create value

BUILDING A BRAND

15.07.16

If you want to know how brands create value, Tim Ambler, author of Marketing and the Bottom Line, put it in a very perceptive nutshell. He said that “brand equity is the UPSTREAM RESERVOIR of cash flow.

wear your values
on your sleeve

BUILDING A BRAND - 5 OF 5

18.03.16

Every brand should have a point of view – it should represent certain values. These values may be about the quality of the product, or they may reflect the ‘conscience’ of the brand.

BUILDING A BRAND - 4 OF 5

22.01.16

Brands should have a certain integrity – every expression of them has to be consistent with what the brand is all about, at its heart.