Why Craft Matters More than Ever in Brand Building
In this era of emerging automated tools and AI-generated visuals, our practice maintains an unwavering commitment to craft. This isn’t about nostalgia or resistance to change – it’s about understanding that true brand differentiation comes from the careful, considered decisions that only human craftsmanship can provide.
By Adam Charlton · 8 February 2025
Posted in Insight
— Logotype for JaneClare
Think of craft in brand design, like the difference between a mass-produced chair and one made by a master furniture maker. While both serve the same essential function, the crafted piece demonstrates an attention to detail and understanding of materials that create lasting value, relevance, trust, and even an emotional connection. This same principle applies to how we build brands.
Understanding craft in brand design
When discussing craft in brand design, we must understand that we’re not just referring to traditional handmade elements. Modern craft lives in the nuanced decisions that shape every aspect of brand development. It's present in the careful adjustment of letter spacing, the thoughtful evolution of a colour palette, and the strategic thinking that guides every design choice
A critical eye is needed to distill all the core values, brand personality, and mission of the visual identity. A ‘designer’s eye’ is necessary to design balanced logos, curating typography and colour palettes to match and build out the identity system.
— Logomark for RPSA
The evolution of craft in a digital age
As our industry has evolved, so has our understanding of craft. While traditional skills remain valuable, modern craft encompasses new dimensions. For example, when developing a brand identity system, we consider how it performs across digital platforms first, appears on different screen sizes, and maintains consistency across various touchpoints.
Think of it as a chef who combines traditional cooking techniques with contemporary methods and ingredients. They do not abandon the fundamentals of good cooking but expand upon them with new tools and understanding.
— A brand is greater than the sum of its parts, logomark for JaneClare
Why craft matters more than ever
In today's environment, where anyone can access design tools and templates, the value of true craft becomes even more apparent. Please take a look at how easy it is to create a basic logo using online tools - but notice how many quick solutions look similar and lack distinctive character. The purpose of branding is to differentiate and to build trust. Using such tools achieves neither.
Craft provides the differentiation that businesses need in a crowded market. It's the difference between a generic solution and one that truly reflects a company's unique character and values. This becomes particularly important in Hong Kong's competitive business environment, where standing out requires more than just adequate design - it requires excellence.
— Logomark for Shipton events, created with a woodblock print
Looking to the future
As artificial intelligence and automated design tools become more prevalent, understanding the role of craft becomes increasingly essential. Consider the rise of industrial manufacturing: While mass production became the norm, handcrafted goods didn't disappear. Instead, they became more valued for their quality and distinctiveness.
Similarly, while AI and automation will certainly influence design, the careful, considered craft of brand development will remain valuable. This human touch and deep understanding of design principles and business needs create truly effective brand solutions.
— Hand drawn logotype for Anirac
Further links
What we’re reading 📚
‘The Magic of Thinking Big’ by David J. Schwartz. This classic is straight out of 1959 with all of the language, references, moral and business lessons accompanying it! Why we all need to have an ambitious vision.
What we’re (re)watching 📺
‘Objectified’ by Gary Hustwit. As we begin helping a manufacturing client, we’re reminded of one of the classic product design documentaries. With segments with Jony Ive and Dieter Rams, this is one to watch if you’re an appreciator of great (craft!) and design.
What we’re working on 👷🏻
Finally sharing our case study for the HKU School of Computing & Data Science on LinkedIn and Instagram.
Working on our case study for Hong Kong-based cosmetics company, JaneClare.
Continually working on our craft.
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About the author —
Adam moved to Hong Kong in 2012 and founded the branding agency BrandCraft. Adam has built brands for companies at every growth stage and has consulted for some of the world’s most recognised companies.
