{"id":611462,"date":"2026-05-30T04:15:42","date_gmt":"2026-05-30T04:15:42","guid":{"rendered":"https:\/\/www.newsbeep.com\/uk\/611462\/"},"modified":"2026-05-30T04:15:42","modified_gmt":"2026-05-30T04:15:42","slug":"why-brand-design-still-matters-in-the-age-of-ai","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/uk\/611462\/","title":{"rendered":"Why brand design still matters in the age of AI"},"content":{"rendered":"<p>In their new book, graphic designers Katharina Sussek and Jens M\u00fcller examine how colours, symbols and typefaces shape how we perceive companies and products \u2013 and why originality still matters<\/p>\n<p>In an era where brands live everywhere all at once \u2013 stretched across apps, motion systems, storefronts, social feeds and increasingly AI-generated environments \u2013 the challenge of building a coherent visual identity has become more complex than ever. Yet according to designers and authors Katharina Sussek and Jens M\u00fcller, the fundamentals of brand design remain remarkably resilient.<\/p>\n<p>Their new book, The Elements of Brand Design, published by Taschen, arrives as both a survey and a corrective: a 512-page study of 110 identity systems spanning global corporations, cultural institutions and smaller independent organisations. Framed by a conversation with Pentagram partners Paula Scher and Michael Bierut, the book dissects the visual DNA of brands ranging from Nike and Netflix to Instagram and Italian football club Internazionale, examining how everything from colour to typography shapes public perception.<\/p>\n<p>For Sussek and M\u00fcller, the project also fills what they saw as a gap in the publishing landscape. \u201cIt has always bothered us that there hasn\u2019t been a truly comprehensive book on contemporary brand design,\u201d they explain. \u201cIn light of the significant changes that have occurred in this field in recent years, we deliberately chose to focus on the current state of visual identities.\u201d<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-264958 lazyload\" alt=\"The Elements of Brand Design book front cover\" width=\"1640\" height=\"2353\" data-img-id=\"264958\" src=\"https:\/\/www.newsbeep.com\/uk\/wp-content\/uploads\/2026\/05\/The_Elements_Of_Brand_Design_Book_Front_Cover.jpg\"  data-\/>Top: \u00a9 Nike \/ Porto Rocha; Above: The Elements of Brand Design book front cover; \u00a9 Taschen<\/p>\n<p>\t\t\t\t \tSign in <\/p>\n","protected":false},"excerpt":{"rendered":"In their new book, graphic designers Katharina Sussek and Jens M\u00fcller examine how colours, symbols and typefaces shape&hellip;\n","protected":false},"author":2,"featured_media":611463,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[6225,6485,6486,1120,96,56,54,55],"class_list":["post-611462","post","type-post","status-publish","format-standard","has-post-thumbnail","category-arts-and-design","tag-arts","tag-arts-and-design","tag-artsanddesign","tag-design","tag-entertainment","tag-uk","tag-united-kingdom","tag-unitedkingdom"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/611462","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/comments?post=611462"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/posts\/611462\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media\/611463"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/media?parent=611462"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/categories?post=611462"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/uk\/wp-json\/wp\/v2\/tags?post=611462"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}