What IS Branding anyway?

So often, small businesses come to me for a logo. And I explain that a logo does not exist in a vacuum. If it did, then your ads/posts whatever, would look like this:

Instead, look at a logo as an icon that represents everything about your visual branding: and your visual branding is actually a representation of the personality and goals of your business!

In this case, the little orange and purple logo is an icon that refers to the edginess of the whole brand: jarring typography, strongly contrasting colors, and saturated photos. You could guess this is a young, edgy clothing company. But you would never know that from the top image.

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