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Dino D'Romero Logo catalyst

Logos: your company's identity

“Logo short for logotype. The name of the advertiser in art or type form that remains constant from ad to ad. Usually available in more than one size.”

The Design of Advertising

Compelling reasons to invest in brand identity

  • Make it easy for the customer to buy
  • Make it easy for the sales force to sell
  • Make it easy to build brand equity

A fairly common list of criteria for brand identity looks something like this.

An effective brand identity will:
  • Be bold, memorable, and appropriate
  • Be immediately recognizable
  • Provide a clear and consistent image of the company
  • Communicate the company's persona
  • Be legally protectable
  • Have enduring value
  • Work well across media and scale
  • Work both in black and white and in color
Designing Brand Identity
Alina Wheeler

Also read Brand and Brand Standards: Why a Style Guide?
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