Branding... Brazenly

Branding is not just about a mark. Right? It is only a piece--it fits into how color is used, how language is used, and how the entire company is viewed. The big idea is the perception of the brand, capturing the vision and essence of the company is the greater goal. In a way, designing becomes so much more about business than I ever first thought--marketing and branding, making the appearance and first impression of a company become a part of the personality of the brand. As designers, we should pull the inherent personality OUT of the company and make it visually communicable. So, we take up the responsibility for success and failure of their business; our own experiments in design create the look and personality of an entire company, the investment of dreams and hopes for unknown numbers of people. It's a big job. It's a bold job.