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April 17, 2013

Brand Identity Ideals / Meaning

The best brands stand for something––a big idea, a strategic position, a defined set of values, a voice that stands apart. Meaning inspires the creative process because it is an idea that is conveyed through a symbol, or an action. It’s the DNA of brand identity, where form is imbued with rationale and assigned deeper meaning. Understanding what a mark represents accelerates recognition. A mark with relevant and aspirational meaning fosters employee pride.