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Brand Identity

At the basic level, corporate and brand identity programs are an expression and reflection of the brand’s culture, character, personality, and the products and services offered–inspiring trust with consumers, customers, employees, suppliers and the investment community.

Brand Identity

The Process Of Credibility-Based Logo Design

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The Saul Bass-Approved Method of Credibility-Based Logo Design

Saul Bass created many great logos for clients such as AT&T, Minolta, Warner Bros, Girl Scouts of America, Kleenex, Continental Airlines (circa 1968), United Way, United Airlines and Rockwell International to name just a few.

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Brand Identity

Uber’s New Identity Exposes Brand Weakness

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Uber's New Identity Exposes Brand Weakness

Good news this week for the world’s taxi drivers. Suddenly after months of aggressive market expansion Uber looks vulnerable and all of it is self-inflicted.

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Brand Identity

Facing Resistance To Brand Identity Management

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Brand Identity Management

Pitch a new brand identity system to almost any large company with multiple divisions and inevitably someone will plead to be an exception to the new rules. This is particularly true where brands or divisions have had their own identity in the past. Attempts to consolidate a myriad of “brands” into a consistent brand identity system or to replace a whole portfolio of marques with a single power brand will be met with varying volumes of indignation.

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Brand Identity

The Vital Difference Between Brand And Identity

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Are there such things as brands in much of the Government sector? I don’t think there are. That’s a good thing. And here’s why.

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Brand Identity

Visual Identity For 21st Century Brands

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Somewhere along the line, the word “branding” got mixed up with “logo”. While it’s an established fact that brands are far more than logos, it seems that creating visual identities with rich emotional character and authentic connection still eludes many marketers. For many marketers, the discipline of creating visual identity has been reduced to mere decoration.

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