Branding and Identity: Three Questions with Håvard Gjelseth

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Håvard Gjelseth: Producer/Director

Håvard Gjelseth is a designer. His company is “This Way Design” based in Oslo, Norway. His website is a grid comprised of images of projects that he has worked on. The grid is then divided by project type: Record Covers, Interactive, Illustration, Identity, Photos, Products, Motion, and Art: This Way Design.

Brand identity is created by way of people like Gjelseth. That is, people able to connect with the client’s needs while bringing to the floor something authentic to themselves. Creating a brand that “feels” right, that resonates with the recipient of the product or company. One look at the “grindcore” series of logos that he did for Norweigan noise-unit Jazkamer and it is apparent how special his vision is. Who else uses the images of twisting branches as a representation of “grindcore” music? Now, that’s successful and emotionally satisfying branding.

I asked Havard Gjelseth three questions and present them to you, unedited. If you are looking to work with design or in the creative field in general, I recommend you pay attention to the words of such a tasteful designer:

1. What factors do you take into account when working with the identity of a company or individual?

For me it is about the balance between what reflects the client’s personality and the unexpected twist to make it stand out. Personally I find it inspiring to tell a story when working with identities – to
find unexpected sources of inspiration; to get closer.

On top of all that of course I take pride in – and love – the handcraft part of the work, either it is photography,pixel-perfectness or the details of the typography.

2. What advice would you give to people looking to work in the design business?

1) It has to be in your heart – or it will show
2) Make sure business doesn’t swallow you, keep doing personal projects
3) Work with people better than you

3. In your opinion, what are some key elements to a successful brand?

I think I’ll answer that by saying what factors in my experience make
bad brands: Fear, complexity and similarity.

On behalf of The Eyeslit-Crypt: Thank you, Håvard Gjelseth.

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