Branding for beginners

It’s easy to be lulled into a false sense of security. Mention branding to a designer and they will know exactly what you mean. And if they don’t, they’ll pretend they do.

Lend Lease, developer of giant shopping and leisure complex Bluewater, is taking no chances. It has developed a ‘Janet and John’-style brand manual for retailers and design groups working on the project.

It includes a page of photographs – of Lego, Coca-Cola and Sony Products. It is headed These Are Brands.