Brand Bible

The Brand Bible is out! And as I mentioned in my August post, this publication was a collaborative effort of the students, faculty, and friends of the Masters in Branding program at The School of Visual Arts.

As Contributing Editor, it was a privilege to play a role in the creation of this publication. Little did I know when developing the curriculum and syllabus for my class, Origins of Consumer Markets, Brand Identities and Package Design, that it would become a framework for this book. An honor indeed.

Brand Bible builds on many of the core principles of the class . . . where we spend the semester communicating the symbiotic relationship between the aesthetic principles, cultural influences, and historical precedents of brands. And try to instill the notion that understanding these relationships, and how they build and change over time, is a critical step in the development of an informed judgment about the future direction of a consumer product brand.

With this first publication we have indeed created a new intellectual community, and the beginning of what I hope will be an ever more engaging and complex conversation about brands. Please let me know what you think of the book.

Here are links to its Rockport Publishing listing, and on Facebook.


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.
This entry was posted in Design Criticism, Design Practice, Packages Today, Packages Tomorrow, Packages Yesterday, SVA Masters in Branding and tagged , , , , , , , , , . Bookmark the permalink.

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