The automation of branding

Don’t know if this is a cool new tool, just a curiosity, or a sign of the coming apocalypse. But this London-based startup company intends to help entrepreneurs design logos, websites and business cards instantly using their simplified web interface.

BuildaBrand’s approach is essentially to break down the brand-building process into a simple step-by-step exercise. The user is asked questions about brand values, and then BuildaBrand’s proprietary algorithms provide a selection of logos, fonts, etc. that you can tweak to your heart’s content.

Skeptics call this approach “vending machine logos,” and of course a logo should not be mistaken for a brand. But it may be a starting point. And it raises the question asked by “Can brand development really be automated, or created via an algorithm, or is it something that can only be created on a personal and strategic level?”

CEO Justin Chapney sidesteps it deftly, stating: “”We are trying to lower the barriers to entry for startups by providing them with accessible and affordable tools. Eventually, we would like to provide branding knowledge and support as well as products.”

And what does this say about the value of automation as a replacement for creative thinking?

“Our algorithm and the way it has been constructed is the result of years of branding experience and a lot of strategic research,” Chapney says. “All our designs are originated by designers, from the symbols to the colour palettes.”

Intriguing. Scary. And I definitely signed up for their closed beta.


0 Responses to “The automation of branding”

  1. Leave a Comment

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

Robert Hyndman

can be reached at his Laguna Beach studio, 949.497.3179, or by using the form on the Contact Me page.
February 2011
« Oct   Mar »



%d bloggers like this: