Chronicle photo by Eric Luse.
“People often assume the brand is the logo or symbol — and there’s no doubt that if that’s done well, it can give you a flavor for who the company is, whether they’re contemporary or traditional, and so forth. But I really see the brand as more than that logo or mark — it’s the totality of the way in which the company talks to its public.”
Photo of Kit Hinrichs’ 40-year retrospective exhibition, from Pentagram.
About companies looking for digital design as opposed to print:
“Obviously a change has taken place and is continuing to take place. Now, as we get involved with brands for companies, we’re showing them how it works in print and digitally—and really, in all media, not even just limited to print or the web. Is the idea something you can make 3-dimensional, can you animate it?”
More Kit Hinrichs: