Brand Bible, the first product of a new intellectual community


Today is your day.
You’re off to Great Places!
You’re off and away!

You have brains in your head.
You have feet in your shoes.
You can steer yourself any direction you choose.

Out there things can happen and frequently do to people as brainy and footsy as you.

As the incomparable Dr. Seuss could appreciate, the inaugural year for the new Masters in Branding program at the School of Visual Arts is over . . . and what a year it was!

And as a member of the founding faculty, one of my revelations has been the recognition that we; the cofounders Debbie Millman and Steven Heller, the diverse faculty, J’aime our Director, and the incredible students, have all played a vital role in the creation of a new intellectual community. This vital new community will continue to grow in its scope and influence as the program matures, and I believe will become an invaluable resource for both talent and ideas within the branding arena.

And the contributions have already begun. In addition to 23 newly minted Masters Degrees, this new community has written a book, Brand Bible: The Complete Guide to Building, Designing, and Sustaining Brands, to be published in 2012 by Rockport Publishers. As a Contributing Editor, I am thankful to play a role in the development of this new book, but even more gratified to be part of this new intellectual community.

Here is a link on the new Rockport blog “, describing the research for Chapter Six developed by two SVA students, Maxine Gurevich and Rebecca Etter.

And here is a link to the work done for Chapter Five by students Jada Britto, Chi Wai Lima, and Mo Saad on the Johnson & Johnson brand.

And here is a link to the work done by student Jessie McGuire on the Kleenex brand


About Richard Shear

designer, husband, teacher, blogger, father, athlete, author, historian Richard has over 25 years of brand identity and package design experience, with a wide range of clients such as Ahold, Coca-Cola, Hasbro, IBM, Johnson & Johnson, Pernod Ricard and Procter & Gamble. He began his career working with the legendary advertising art director, and AIGA Medalist, George Lois and the British design manager Clive Chajet. In his next design management position at Lippincott & Margulies, he worked with Walter Margulies learning the complex skills of global corporate identity. He then became Creative Director and Partner at Peterson & Blyth, one of the premier brand identity and package design firms of the time. He is a founding faculty member of the Masters in Branding Program at New York’s School of Visual Arts. He publishes the blog The Package Unseen, and has been a guest lecturer at colleges including FIT, Trinity College and Tyler School of Art. He is a graduate of the Tyler School of Art at Temple University. Richard is a Board member of the AIGA MetroNorth Chapter, past President of AIGA‘s Brand Design Association, President of the Package Design Council and a member of its Board of Directors. He is a member of USA Cycling and US Rowing, a nationally ranked masters bicycle racer, and a member of The Saugatuck Rowing Club, the 2010 Masters Club National Champion.
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One Response to Brand Bible, the first product of a new intellectual community

  1. Such a great post! Very meaningful, I think we all feel as though our community will sustain throughout time. Thanks for all your efforts in our first year 🙂

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