Jan 30, 2025

Beyond the Logo: Unlocking the visual brand soul

Bruno Regalo

About this video

Description

When you think of design, is your first thought the logo you sport on your chest, the shoes on your feet or the bag on your arm? Design often gets reduced to the tangible and material, but it’s so much more. It’s the tool by which we can identify and awaken the visual soul of a brand and forge a powerful emotional connection for consumers. In this session, Bruno explores the concept of the "visual brand soul"—what it is, how to unlock it and the role it plays in connecting brands with people on a deeper level. Learn how design goes beyond aesthetics to become the bridge that unites brand messaging, product experience and consumer behaviour.

Key Takeaways:

Unlocking the visual brand soul: Learn how to identify and articulate the core essence of a brand that connects emotionally with audiences.

Design beyond aesthetics: Understand how design shapes brand identity and influences consumer behaviour, transcending beyond just logos and visuals.

Design as a cultural catalyst: Discover how design can be a tool for making cultural change, shaping narratives and forging stronger connections between brands and people.

Cross-functional collaboration: Gain insights into how designers can influence ideation at the start of the creative process, working seamlessly within the brand ecosystem to elevate the total brand experience.

Bruno Regalo

Bruno leads the fullest manifestation of design across the global collective and helps to find the visual soul of brands through "Design by Disruption". He has worked with and led brands that include adidas, Gatorade, the Grammys, United Airlines, Google, Intel, AMD, Disney, McDonald's and TikTok. Bruno was recognized as the number one Art Director in the world by Lüzer’s Archive. His work has been honoured by international organizations such as The One Show, D&AD, Cannes Lions, Clios, ADC, Webby's, Effie Awards, El Ojo and El So.