I’ve been spending more and more of my time going back to my roots as a UI/UX architect and even digging up some of my old notes from college about it to “freshen” up.
One of the classes was entirely dedicated to logotyping and brand impact; we spent a semester studying Coke, Pepsi, Apple, and other significant world-reknown brands. Starbucks was also in there.
There’s something powerful about need mixed with experience and branding as emotion. Copy, especially as it relates to web advertising and print, can take a back seat if you’ve already won the battle for their hearts.