In my early design days, I was taught that a brand is a logo, a color palette, and maybe a catchy slogan. But as I’ve dived deeper, I’ve realized that’s just the surface. Somewhere along the line, I came across the term Cultural Branding.
Let’s take Douglas Holt for example. He argues that the most iconic brands don’t just provide a product but more a myth that helps people navigate their culture. One example is Nike, they don’t sell sneakers, but rather the “underdog athlete.” It dives deeper and gives you something to build a story around.
I’m looking at the intersection of high-tech engineering and the DIY spirit of youth culture. It’s about “The Aesthetics of Engineering.” If you look at Rapha in the cycling world, they didn’t just make jerseys. They tapped into the suffering, the heritage, and the quiet beauty of road cycling. They created a culture.
Disclaimer: This text was refined with the support of AI. The reflections and observations are based on my personal experience of attending the event.
