Find the Words Before Creating the Visual
It is also easy, when working in brand, to put the cart before the horse, or to focus on the visual identity before thinking through the words. The danger in rushing through the words is that the visual representation will only be as effective as the reinforcement it provides. While a powerful visual can articulate an organization's identity and purpose, it must connect to something larger in people to motivate customers to buy. And that comes through the meaning of the words, not simply the flash of the visual. So, before painting the pictures, make sure the words express some fundamental things that the visuals can illustrate.
Why the Company Exists
Take a look at any successful brand, and the question, ...
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