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Elements of Branding

Brands comprise a package of sensorial elements meant to promise unique value and to maximize awareness and recognition of the product, service, or entity they stand for. Ideally the brand bundle should evoke an emotional response, a resonance in the eye and mind that helps to bond the viewer to the product or service. One element of this is the logo, usually a graphic symbol. To the public, a logo should be a reminder of a company, service, institution, or product; to the customer, it’s a familiar and trusted symbol; and to staff, it’s a point of belonging. Read more about Elements of Branding »

From the Spring 2014 Branding issue of California.
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