1. Brand basics

2. “you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”

3. “you should be able to cover up the logo and
still recognise who the communication is from
because the look and feel is so distinctive.”
even more so with service companies where
no product recognition

4. 1 2 3
4 5 6
ge shell unilever assurant sun dhl

5. 1 assurant 2 dhl 3 ge
4 shell 5 sun 6 unilever

6. the brand
the logo
the look and feel

7. the brand turns the business back into an idea
the logo is the shortcut to the idea
the look and feel sells the idea