Lean Branding

Chapter 8. Brand Identity

Let me show you something fascinating. Look at each of the following images in the left column and match them up to any of the terms in the right column:

Image	Association
	Technology
	Cooking
	Conversation
	Exploration

Now, isn’t this convenient? Brands that you are probably familiar with understand and leverage existing symbolic associations to create logos that trigger them. If you matched exploration with a compass rose in the previous exercise, a similar association will come to mind when you look at Safari’s logo. As a web browser, Safari benefits from being associated with terms like exploration and search.

Image	Association	Brand visual identity	Brand name
	Cooking		Betty Crocker
	Technology	Android
Exploration	Safari
Conversation	Twitter

I am not saying that your logo should be literal, ...