The first workshop of the school year was the Further development of name logo and a slogan presented by our Professor Stefan
Prof. Stefan Waller, Ph.D. in Design Culture from the University of Hamburg, is currently a professor at the University of Applied Sciences for Design and Communication in Hamburg, and is also the supervisor of the Master's degree program at the Sino-German Institute of the China Academy of Art, a visiting professor at Tongji University in Shanghai, and the teaching director of the Sino-German cooperation program at the Zhuhai Campus of Beijing Normal University. Every semester he is sent by the University of Applied Sciences for Design and Communication in Hamburg, Germany to give workshops and lectures related to branding at the Miles Sino-German Academy.
Starting with Coca-Cola's ad with a strong Chinese New Year flavor, we kicked off the Year of the Pig. Just like Coca-Cola's "Taste the feeling." a good slogan, though short, always evokes the imagination, and combined with an expressive logo design and an impactful name, is undoubtedly the beginning of a good brand image.
Starting with the Coca-Cola video, Stefan leads the conversation and tells everyone layers of what the brand was built on. A commercial that conveys the humanistic and evocative nature of the brand. For example, a very successful brand - Nike, with a simple phrase "just do it", permeates the public with courage, action and pursuit.
As you can see, the slogan is the meaning of the brand, playing the role of conveying brand descriptions and persuasive messages, and sustaining the core values of a brand.
Finally, the professor left the students with a picture of a color-clashing shoe and asked them to design a brand logo for the shoe based on the picture of this pair of shoes that mixes fluorescent blue and bright orange, giving full play to their imagination and creativity.
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