Articles by Joe Powell
Creating a captivating logo is much like composing an orchestral masterpiece where the brand’s visual voice resonates as the leading instrument. In this intricate symphony of design, every single note — every color you choose, every unique character, every deliberate line or curve — plays a pivotal role.
In the multifaceted universe of marketing and branding, two elements — logo and brand —are frequently misinterpreted as interchangeable. Despite this common misperception, the two possess distinct characteristics.
For a brand to succeed, it is essential that its identity and image align. This article will cover what is meant by brand identity and brand image, the consequences of misalignment, how to realign and, finally, how to keep identity and image aligned.
We live in a branded world. Every shopping experience, every purchase, even the news and information you consume has been carefully positioned within a story — a narrative meant to lead you through the dizzying array of consumer choices.
Recently, a customer of mine made the ultimate frustrating statement: they did not “like” the primary brand color. Fortunately, I was able to demonstrate clearly why that color was chosen.