Modern Wisdom #167 - Bruce Duckworth - Designing The World's Biggest Brands
May 7, 2020
Bruce Duckworth, Co-founder and Co-Chairman of Turner Duckworth, has designed iconic brands for Amazon and Coca-Cola. He shares his experiences sitting with industry titans like Jeff Bezos and reveals the secrets of creating compelling visual identities. The discussion highlights the delicate balance between innovation and brand loyalty, the importance of clear communication in design, and how exceptional design can deeply affect consumer connections. Duckworth also talks about the evolving landscape of branding in a post-pandemic world.
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Turner Duckworth's work
- Turner Duckworth designs logos and visual identities for brands.
- Their work focuses on packaging since it’s the closest thing to the product.
Coca-Cola rebranding
- Turner Duckworth redesigned Coca-Cola's branding to make it feel less corporate.
- Duckworth discusses Coca-Cola's iconic red color.
Refreshing Brands
- Brands are more likely to under-refresh than over-refresh their branding.
- This cautious approach comes from the high stakes involved with billion-dollar brands.