“Design is the silent ambassador of your brand.”

Paul Rand

You now have a firm foundation to build on. With your brand promise in hand, it is time to design the basic building blocks of your brand, the identity. These are the mood, name, colors, fonts, logo, and images.

Brand Identity contains the building blocks for Brand Experience.

These building blocks show up everywhere in your Brand Experience, so its strengths and weaknesses will boost or haunt you everywhere.

It’s also not easy to revisit these choices. If you later decide to recolor your logo or change a font, you’ll have to mutate your entire Brand Experience – from website to brochures.

At the end of each chapter, I offer a summary, steps and some tips on where to store your work. These keep your project organized.

Most chapters have tools to help you out. Click on the icon.