15 Shape and Meaning
Identity programs can reinforce brand identities by echoing or suggesting brand promises. Simple treatments might suggest ease of product use. Patterns might suggest energy associated with customer service. Audiences see big and bold treatments as accessible, while small and understated graphics might suggest exclusivity. Shapes can also be used to illustrate a product or service, either literally or figuratively. Shapes can build on each other to tell a brand story and enhance the meaning of a brand identity.
GOFitzgerald+CO/Deep DesignHeath Beeferman, Matt Blackburn, Greg Feist
The Go logo references two primary shapes—a ...
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