“I warn you against believing that advertising is a science. Artistry is what counts. The business is filled with great technicians, and unfortunately they talk the best game … but there’s one little problem. Advertising happens to be an art, not a science.”
—Bill Bernbach, Legendary “Mad Man”
You’ve got to come up with something that visually defines the brand: a logo, a shape, a color, or a design. What’s the brand going to look like? What’s the logo? What’s the packaging? What’s the website design? What’s the store experience like? What’s the brand personality?
All these are aspects of a brand’s look and feel. Look and feel covers all the traditional areas of graphic design, but it’s also about ...