Visual Identity

  • Don’t Turn Your Brand Design Upside Down: Success and Failures in Brand Consistency


    The best brand designs are successful because they become positive and familiar in the minds of customers. When even a good brand becomes unfamiliar to a customer, the deal is off, and the brand will lose its magic. Many people believe that as long as a top brand is visually consistent it can be included under the umbrella of the original brand. While visual identity is seminal to brand consistency it is not its wellspring. The secret to keeping a brand consistent relies on a single golden rule: assure that the promises and message of your brand are detectable in everything your company does.

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