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Transmedia Marketing by Anne Zeiser

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CHAPTER 11Visual and Aural Identity

When a brand touches audiences, it activates the senses. How it looks, how it sounds, how it feels, even how it smells are part of its identity. Those visual and aural elements help tell your brand’s story. Now that you have named your media project, you are ready to bring it to life on screen.

The visual identity of a brand is created through consistent use of visual elements such as fonts, colors, and graphics that are specific to a brand. The pioneers of visual brand identity design were Paul Rand, Saul Bass, and Chermayeff & Geismar.

Logos

The core expression of graphic identity is the logo—the visual trademark or mark that identifies the brand. Like every brand expression, your logo must be guided by your ...

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