Observed Signal · Sep 28, 2026 · Other · Source: The Drum · Impact: 1/5 · Sentiment: Positive
Tom Gilbert on Brand Cohesion in the Age of AI
Tom Gilbert, ECD at Design Bridge, discusses the challenges of maintaining brand cohesion when AI enables anyone to create design. He argues that AI should be treated as an instrument, not a tool, and that strong brand foundations are essential. Gilbert, jury president of The Drum Awards for Design, emphasizes the importance of timeless ideas, collaboration, and clear context in award entries. The article highlights his book 'Brands Built By Design' and his experience with clients using AI in brand design.
The article provides insights into brand design and AI but does not report a specific industry event or major news; it's an interview with a creative director.
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Key Takeaways & Evidence Grounding
- Tom Gilbert is ECD at Design Bridge and jury president of The Drum Awards for Design.
- Gilbert wrote the book 'Brands Built By Design'.
- Design Bridge worked on the Guinness brand identity over a decade ago, resurfacing the 'Made of More' line.
- The article was published on September 28, 2026.
- Gilbert returned to the UK three years ago after 13 years in Asia.
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1 Entity mapped“Gilbert borrows a line from WPP global chief creative officer Rob Reilly....”
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