a new vision of discussing Brand and Branding in the latest years

1. 1. Branding:
1.1. Modern definitions
The word "brand" derives from the old word "brandr" meaning "to burn" - recalling the
practice of producers burning their mark (or brand) onto their products.
The American Marketing Association defines a brand as “A name, term, design, symbol, or
any other feature that identifies one seller’s good or service as distinct from those of other
sellers. The legal term for brand is trademark. A brand may identify one item, a family of
items, or all items of that seller. If used for the firm as a whole, the preferred term is trade
name.”
The process involved in creating a unique name and image for a product in the consumers‘
mind, mainly through advertising campaigns with a consistent theme. Branding aims to
establish a significant and differentiated presence in the market that attracts and retains
loyal customers.
Other definitions:
-Branding is more than a name and symbol. A brand is created and influenced by people,
visuals, culture, style, perception, words, messages, PR, opinions, news media and
especially social media.
-Brand is the sum total of how someone perceives a particular organization. Branding is
about shaping that perception.
1.2. How much branding became important to our Business
A recent work of (Malhotra et al.,1999) also underlines the need for linking brand
image strategies to market performance of the brand, like sales or market share and
this paper tries to analyze brand image(perceived quality, customer satisfaction,
customer loyalty and customer
commitment)
1.3. Brands that affect sales
The study of marketing and consumer behavior deals with the factors that affect the
purchase and use of goods and services such as availability, advertising, image, and
consumer characteristics (Engel et al., 1986). In situations where consumers have a choice
in how they
behave, their behaviors were governed by many factors. These include their needs and
desires, their attitudes and expectations, their understanding of what is available, their
financial resources and their decision processes (Bromley, 1993). The relationship between
the consumer and the brand – consumer's perception of that brand – is the key to brand

2. acceptance. The strength of the relationship between the consumer and the brand will
reflect the fit between the consumers own physical and psychological needs and the brand's
functional attributes and symbolic values, as
perceived by the consumer Brand image, which usually includes the product's name, its
main physical features and
appearance (including the packaging and logo), and its main function(s), is the key to
answer the question of how the consumer chooses among alternative brands after
information-gathering processes of buyer behavior. Alternative evaluation is how the
consumer uses this information to
evaluate the options and arrive at a brand choice. The perspective focusing on psychological
attributes of a product of consumer behavior states that consumers often choose products,
services and activities over others because they associate these attributes with a certain
life-style, a self image
or an ascribed status. They attempt to preserve or enhance their self-image by buying
products that they believe are congruent with that self-image and by avoiding products that
are not (Sirgy, 1982). For that reason, marketing academicians and practitioners see the
symbolic image of
products or services as more important in their success than their physical characteristics
and attributes (Aaker, 1991).
Therefore, within such a framework it seems possible to mention the direct effect of
image attributes on sales figures, which would also support the statement that the role of
self concept and brand image is recognized in all elements of the marketing mix, mainly in
promotional strategies (Kotler, 2006).Although some of the above mentioned studies draw
conclusions about the hypothesis that H1: Brand image has impact on sales.
The results of the study showed that ideal congruity and self-congruity significantly
influence purchase motivation. The results were confirmed by Malhotraet al. (1999)who
investigated the effect of congruence on preference with an integrated perspective and as a
result supported the hypothesis. (Graeff,1996) concluded that consumers' evaluations of
publicly consumed brands are more affected by the congruence between brand image and
ideal self-image than actual self-image, whereas actual and ideal congruence have equal
effects on consumers' evaluations of privately consumed brands. From a different
perspective described the life cycle ofa product in three stages, namely proprietary,
competitive and image. According to the author, in the first stage brand is perceived as
unique, then in the second stage it gets into competition with other brands on the basis of
its functional characteristics. In the maturity stage the image of the
product or symbolic values plays a greater role in competition and also sales.
1.4. Brand perception
Most People tends to understand Branding in a wrong way, they only think of it as the”
Visual side of the Identity:” and maybe this is due to the Origins of the word
Origins of Branding:
The word “brand” is derived from the word brandr meaning “to burn.” It refers to the
practice of producers burning their mark (or brand) onto their products, or and Organization
put a mark to signify something or someone, like old times when some nations mark
vagabonds with a ‘V’, thieves with a mark on the left cheek, Pirates with P letter on their
Hands, in the states western farmers use to Brand their cattle’s to Differentiate them from
other.

3. By now we can define Brand as “The idea or image of a specific product or service that
consumers connect with, by identifying the name, logo, slogan, symbol, Trademark or
design of the company who owns the idea or image.”
meanwhile Branding refers to The means by which names, logos, symbols, trademarks, or
product design endow goods or services with a recognizable presence and a set of
associated values or expectations on the mind of the consumer
“brand” and “BRAND”
For many years, marketers has relied only on the way brands look – from their advertising,
the way they sit on shelves and the colour of the packaging. But brands are capitalising on
emotional branding to create emotional connec tions with their customers by tapping into
both sides Visual and emotional
on of the smart ways to differentiate between both sides of Brand is to differentiate between
brand as the Visual side of the word the way we see the Logo and the “BRAND” that
represents the Value, and the qualities it left for us.
or to think of Brand as Man’s Reputation, that have two sides, how he looks ( his style,
clothes, colores he wear … etc) that’s a brand. and the other side is his qualities, Morals,
attitude and the impression he gives to others.
1.5. The Two sides of Brands ( Visual vs Mental)

4. 1.6. Branding in B2B
he larger the commitment of time and money, the less likely the decision as to which
product or service to buy will be left exclusively in the hands of those you have a
relationship with. It’s often the case that the buyer has to report to others and justify their
decision based on more than the fact that your product or service meets standards and they
know you.
This is where your brand kicks in.
The buyer might have to make the case for his or her choice of your your product or
service.
How does he/she make the case? He/she references your brand, probably via your website
and printed or presentation materials he/she might have. These third parties to the
decisions are more likely to look at all these materials with a critical eye. Does the website
support and confirm the case being made by your friend the buyer? What is in the
presentation?
If everything matches up and reinforces what they have been told, all is good and the
process moves forward. You make your sale and the formal business relationship begins.
This is how it’s supposed to be. If you have a good sales system and a well-executed brand,
this is probably how it is happening. If, however, when these same people check through
your materials and your website and they do not find there a corroboration of what they
have been told, this sews the seeds of doubt: Is what I have been told really the case? The

5. sales process could and probably often does end right here. It could also move on, but it
now has to deal with additional questions plied to your contact(s), which, if he has not been
primed sufficiently on your brand or the details of your product or service, he or she may
not be able to answer well.
Or it could lead to additional on-line research to see what others have said about you and
your company. If this also does not match what they have been told, then the sale is now
faced with a number of objections that will have to be overcome. T he sale has just become
that much harder or, more likely, has been killed with little or no opportunity for revival.
All of this takes place outside of your direct awareness or control. These are the invisible
consequences of not having a well-articulated or implemented brand. In the B2B
environment, where each and every deal represents significant amount of money and where
contracts can go on for years, these consequences can be very costly indeed.
These invisible consequences have significant repercussions for your business, but because
they are rather difficult to track or to prove, some companies, particularly those in the B2B
space, discount the value of the relationship between branding and the bottom line.
The fact is that the assumption that it’s really all just about relationships does not represent
a full process. Relationships are indeed at the heart of it, but without strong brand support,
they are not always enough to keep the sale alive.
Brand truly. Implement well. It will pay dividends many times greater than the cost.
1.7. LOGO and Brand

6. Simply put, a brand is what distinguishes one company from its competition. Nevertheless,
there are a multitude of factors that go into creating a brand, and not all of these are
necessarily under the company’s control.
A brand is an all-encompassing personal image. It fuses company personality, philosophy,
culture and aesthetic into one convenient and consumer-accessible identity. However,
branding is not merely a corporate phenomenon; celebrities also embrace the concept of a
“brand.” (Anyone who watches a television show involving a Kardashian pretty much knows
what they are going to get.)
Companies have found it increasingly profitable within the past few years to create a kind of
brand that certain types of consumers find interesting on a personal level. For example, the
online shoe retailer Zappos has created a brand that goes beyond the traditional corporate
goal of maintaining a reputation for high quality products and excellent service. The Zappos
brand conjures an image of whimsy, humor and fun—not only with regard to the products
that they sell and the services they provide, but also involving their company culture. Their
business model has created a shift in the traditional corporate belief system; it might
actually be possible to provide outstanding customer service while simultaneously waving a
freak flag and ringing a cowbell.
What a company’s products and/or services mean to the public is at the core of every
brand. Even though the consumer might not know exac tly how their favorite sportswear
company treats its employees, he or she does know that the clothes are bright, flashy, and
are appreciated by their favorite Hip-Hop artists, and therefore that consumer will forever
associate that sportswear company with urban funkiness. Hence, the brand identity begins
to solidify.
What is a logo?
A logo is the signature of the company brand—the banner, stamp or design that allows the
consumer to visually identify the issuer of the product. The logo does not necessarily
delineate the company name in actual lettering; it can be purely symbolic.
Because a brand must fuse everything a company says, does, produces and stands for into
a fairly easily digestible identifier, the construction and design of a brand logo is something
that cannot be taken lightly. The ideal logo should be able to represent a company’s
characteristics in an evocative, but not literal, manner.
Although the concept of “re-branding” is often used to describe a modification of the logo,
actual rebranding takes quite a bit of time, and sometimes logo alteration isn’t enough to
achieve it. If a company wants to overhaul its character, it not only must change its logo,

7. but also, possibly, its name, identity, market, price structure and even products and
packaging.
Logos can, and do change, and they can change instantly. Companies update and alter their
logos all the time to keep up with changing cultural phenomena or evolving company
philosophies. If you look at Apple’s original logo in the mid seventies, you would never
guess in a million years what it would eventually become (it looked like a… well, it is
indescribable, total mess).
Whatever design firm you ultimately use for your logo, just be sure that the designers
familiarize themselves with your brand in a real way; meaning that they make themselves
aware of your true, nitty-gritty public perception and not just what you want your brand to
be. If you are desperate to be hip and edgy but your company has been embraced by the
55-65-year old consumer set, you may be in for a disappointment.
2. Branding Architecture

8. When a B2B company is looking to reposition or rebrand itself, there is usually healthy
debate around brand architecture, how to handle sometimes disparate product and other
sub-brands, and the various other brand “marks” that inevitably manifest themselves over
time. This is an especially critical exercise for enterprises whose growth strategies are
acquisition-driven.
A key question all companies should be able to answer is: are we better off existing as a
“house of brands” (with multiple brands) or should we become a “branded house” (featuring
one master brand)?
all but Coca-Cola are choosing a primarily branded house architecture: IBM, Microsoft,
Google, GE, McDonald’s, Intel, Nokia, Disney, and HP.
But of course, every business is unique, and few are multinational behemoths like those
above. That’s why at Martino Flynn, we try to stay as neutral as possible as we approach
this complicated question. Below is a list of pros and cons for each approach. They are a
part of our evaluation process, and you can use them as you consider your own company
and brands.

9. 2.1. House of Brands
Pros:
 Each brand is free to fight its battles on its own terms, unfettered by the meaning of the
parent brand
 Can leverage equity (but only if there has been some investment in building it
previously)
 Can impact customer retention (again, only if investment in brand exists)
 Reseller/agents may prefer this approach so that they can sell their own brand label
 May shield the corporate name in the event of problems or negative news and divestiture
issues
Cons:
 Typically more expensive and complicated to manage, especially if acquisition rate is high
 Makes it difficult to align businesses and inform decision-making around acquisitions
 Managing corporate image is a challenge, as multiple brands can muddle your core
message—no one knows who you are or what you stand for, especially if the product
brands are non-descriptive (such as numerical series, etc.)
 Customers tend to rely more on product attributes to make decisions and purchase
(particularly problematic if they shop on price, or with commodity products)
Of course, there is no perfect answer, and certainly no universal one. But hopefully the
above at least gives you some food for thought, and can help kick off an important
conversation within your company.

10. 2.2. Branded House
Pros:
 More efficient to communicate and manage; enables a more cost-effective means of
announcing new companies and product launches
 Streamlines (and can help drive) decision-making for company structure and growth
 Any new addition to the company portfolio automatically gains a level of acceptance and
importance because of the public’s previous identification with the parent brand
 Simplifies messaging to employees, customers, analysts, agents, and distributors
 Better aligns organization internally and externally
 A combined entity is perceived to have more staying power, suggests strength, and is
just easier to remember and recognize
 Customers buy products and services more on attributes of company, rather than just
relying on product attributes
 Strong corporate brands have been proven to better preempt competition/defend market
share, and to also improve loyalty indicators (there are brand studies that show investing
in a corporate brand can improve shareholder value)
Cons:
 Ambiguity issues could become a problem if your offering becomes too broad (it may be
harder to define what you sell)
 Company management has to be committed and is required to work more closely
together
 Bad news more likely impacts all company entities
House of Brands approach:
While consumer products companies like Proctor & Gamble engage in this practice because

11. they have thousands of products and invest heavily in building those individual brands, for
B2B, please keep in mind, that a name does not automatically equal a brand.
The role of the master brand is to contribute or defend things like vision, strategy,
attraction, and even premium pricing. Whereas, product brands deliver on market needs
and preferences. Sub-brands should strengthen the master brand. Take Apple. Products
such as the iPad became “celebrities” overnight, but the master brand is Apple (though you
could also argue that to many people it’s Mac).
3. Brand Transformation
3.1. Rebranding
A logo redesign can give a company a new face.

12. 3.2. Brand Migration

13. 4. Re- Branding Samples
4.1. HP
Shape of the HP Logo
The HP logo is widely regarded as one of the most popular and instantly recognizable logos
in the technology industry.
The previous version of the HP logo featured the company’s name shown upright in the
middle, surrounded by a blue circle and a blue rectangle with curved edges.
The current HP logo, while discarding the rectangle, makes the “h” and “p” look more
prominent and expressive. The tail and ascender of these two letters are extended all the
way to the top of the circle, promoting ideas of expansion and innovation.
Colors of the HP Logo
The blue color in the HP logo depicts the strength, excellence and class of the brand,
whereas the white color stands for its grace, purity and charm.

14. Font of the HP Logo
The HP logo uses a true-italic custom typeface.
4.2. Windows
Paula asked us a simple question, “your name is Windows. Why are you a flag?”
In some ways you can trace the evolution of the Windows logo in parallel with the
advancements of the technology used to create logos. From the simple two color version in
Windows 1.0 to the intricate and detailed renderings in Windows Vista and Windows 7, each
change makes sense in the context in which it was created. As computing capabilities
increased, so did the use of that horse power to render more colors, better fonts, and more
detailed and life-like 3D visual effects like depth, shadows, and materiality. We have
evolved from a world of rudimentary low resolution graphics to today’s rich high-resolution
systems. And what started as a simple “window” to compliment the product name became a
flying or waving flag.
But if you look back to the origins of the logo you see that it really was meant to be a
window. "Windows" really is a beautiful metaphor for computing and with the new logo we
wanted to celebrate the idea of a window, in perspective. Microsoft and Windows are all
about putting technology in people's hands to empower them to find their own perspectives.
And that is what the new logo was meant to be. We did less of a re-design and more to
return it to its original meaning and bringing Windows back to its roots – reimagining the
Windows logo as just that – a window.
Let’s look back at a few of the versions along the way.
Windows 1.0
Few remember the original Windows logo, yet we found it both refreshing and inspiring in
relation to the work we have been doing on the Metro style design visuals. Using simple
lines and clear straight forward concept, this logo reminded us of what a great and
evocative name we have with “windows”.

15. Windows 3.1
For many of us this was the image in our mind when we think of past Windows logos. The
now classic window shape and the introduction of the four colors were hallmarks of the
Windows brand for many years to come. The introduction of the “waving effect” gives the
logo a sense of motion. This logo would be the basis of the Windows versions throughout
the 1990s.
Windows XP
The next major incarnation of the logo came with the release of Windows XP. What has
come to be known as the “Windows flag” is a cleaner more sophisticated mark than its
predecessors. The version that populated the lower left hand corner of Windows PCs next to
the word “Start” also gained a sense of materiality (plastic?) and a 3D effect from the rich
gradients and shadows.
Windows Vista
The Windows Vista release marked the beginning of the AERO design aesthetic in Windows
with a key component of the interface being the “AERO glass” effect. Replacing the green
Start button was the round glass-like button with a now flattened version of the “flag” from
Windows XP. Internally, this icon became known as the “pearl”. You can see the intricate
lighting effects of the faux glass. In many ways signaling just how powerful of a rendering
engine the PC had become. This version of the logo was largely unchanged for Windows 7.

16. Windows 8
With Windows 8, we approached the logo redesign with a few key goals on mind.
1. We wanted the new logo to be both modern and classic by echoing the International
Typographic Style (or Swiss design) that has been a great influence on our Metro style
design philosophy. Using bold flat colors and clean lines and shapes, the new logo has the
characteristics of way-finding design systems seen in airports and subways.
2. It was important that the new logo carries our Metro principle of being “Authentically
Digital”. By that, we mean it does not try to emulate faux-industrial design characteristics
such as materiality (glass, wood, plastic, etc.). It has motion – aligning with the fast and
fluid style you’ll find throughout Windows 8.
3. Our final goal was for the new logo to be humble, yet confident. Welcoming you in with a
slight tilt in perspective and when you change your color, the logo changes to reflect you. It
is a “Personal” Computer after all.
We hope you enjoy our new logo.
Sam Moreau
Principal Director of User Experience for Windows

17. 4.3. Telecom Egypt
Telecom Egypt is the incumbent telecommunications company in Egypt, established in its
current form in 1998. Apparently unaware of the impending coup-d'etat, it introduced a new
logo this week.
The new logo is said to reflect a "dynamic and fast-paced environment". It introduces a
symbol built on the initials T and E and some sort of forward-looking symbol.
"Throughout its 159 year history, Telecom Egypt has strived to meet the needs of its
customers. Connecting Egyptians from Aswan to Alexandria and throughout generations,
Telecom Egypt has developed a reputation for delivering high quality, efficient services built
on its heritage and leveraging it s experienced team.
During this time, telecommunications services in Egypt have evolved significantly and they
now play a critical role in supporting the ambitions of Egyptians throughout the different
stages of their personal and business lives. Telecom Egypt’s new logo reflects this dynamic
and fast-paced environment. It represents the multiple aspects of life, family and career,
through a modern and simple new design, while maintaining the identity and authenticity of
the company’s name and the colors o f the Egyptian flag.
Egypt has a long and distinguished history, a unique geographic location, strong
market and vibrant and ambitious citizens. Telecom Egypt is proud to announce its
new logo and stands alongside its customers as we look towards a bright future." -
Press release

18. 4.4. IBM

19. The IBM Story
IBM is perhaps the most recognized name in the field of IT products and services. But,
people may not realize that it was not IBM when it started its operations in 1888. Its name
then was the International Time Recording Company (ITR), whose major products were
mechanical time recorders, invented and patented by William L. Bundy. This is ITR’s initial
logo with its initial letters, ITR, inscribed on it.
In 1891, ITR decided to make changes in its logo again and came up with this. The changes
they made were quite complex and the logo was not easy to understand at a glance.
Nevertheless this logo lasted for 20 years till they made a merger with another company.
Later in 1911, ITR was merged with the Computing-Tabulating-Recording Company and as a
result the company had to modify the logo. Clearly companies must alter their logos to
reflect the changes they are undergoing and the evolving IBM is a really good example.
When one company merges with another company, they need to create a new identity to
signal the change to the rest of the world.
However, in 1924, the company wished to signal an expanded business role. The ornate,
rococo letters that formed the ‘CTR’ logo were replaced by the words ‘International Business
Machines’ which were written in more contemporary sans-serif type font. The design of it
was arranged to have the look of a globe, which confirmed the company’s intention to be
‘International’.
Over 20 years later in 1947, International Business Machines (IBM) decided to eliminate the
globe from its logo. Besides this, they also had a major change in their business; they
expanded from the punched-card tabulating business to the new world of computers. The
typeface of this logo was called Beton Bold. The logo was cut short to IBM alone.

20. After 9 years, in 1956, Thomas J. Watson appointed Tom Watson Jr. as the CEO. As
soon as he took over, he decided to change the logo of the company. He hired Paul
Rand, who was a famous logo designer. He asked Paul to make subtle changes to the
current logo and make it more solid, grounded and balanced. He wanted a logo, which
would be an evolution of their logo and not a design which would look entirely different.
So, IBM retained the basic design of their logo and made a subtle change of filling black
color in place of white in the letters to give it a solid look. Later Paul Rand decided to design
another logo with horizontal stripes on it which depicted ‘Speed and Dynamism’. He also
changed the color as well.
After that the logo has remained basically the same, with just a color change. It was blue
previously, and this is now changed to black. However, there have been no design
alterations in the logo.
5. NTG
5.1. Vision and Mission
5.2. competitors and Target clients
6. Do we need a ReBranding?
Rebranding occurs when a business or organization decides to change a significant
element of the brand. Such a change could be glaringly obvious like a new brand name
or logo, or it might be more subtle such as a slight shift in messaging to better
communicate a more relevant brand promise.
Why do companies rebrand? There are actually a multitude of reasons why a business
might initiate a corporate rebranding or the rebranding of a product or service, but no
matter what the reasons are, those reasons can always be categorized as either

21. 6.1. why?
Proactive Rebranding :
Sometimes a company sees a reason to rebrand to seize an opportunity or thwart potential
threats in the future. For example, proactive rebranding might happen in the following
situations:
Predicted Growth
New Line of Business or Market
New Audience
Relevancy
Reactive Rebranding :
Other times, companies rebrand in reaction to an event that is so significant that the
existing brand must be changed. For example, reactive rebranding might happen in
situations like the ones listed below
Merger or Acquisition:
Legal Issues:
Competitive Influences
Negative Publicity
No business today can afford to rest on its laurels. Your business may be keeping up with
economic and market changes but is your brand keeping pace? Sookie Shuen explains how
to decide if your business needs a rebrand.
How much could your company benefit from a timely rebranding exercise? The business
rebrand is about a great deal more than making your business look good. It’s about making
your bottom line look good, too.
The important factors to consider when assessing the value of a rebrand include equity
measurement; market differentiation and accessibility; brand awareness, relevance and

22. vitality; and consumer personality, preference, usage, associations, and emotional
connectivity. If your company can improve its relationship to its customer base in any or all
of these key areas, you may want to think seriously about rebranding.
1. Gain competitive advantage
Your brand is the public face of your business. A well-executed rebrand can allow your
company to reflect current market dynamics and gain competitive advantage, accelerate
pipeline performance and become a leading voice in your industry. Sidestep the
competition and increase your market share through an updated image. By revisiting your
brand messaging, you can counter a loss in consumer confidence and/or decreased
profitability.
2. Stimulate growth
Rebranding can help you to cater more efficiently to current customer demands. Many
businesses operate in markets with complex product portfolios, fragmented audiences and
promotional clutter. An effective rebrand can help improve your impact in a crowded
market. As the company continues to grow and develop, customers hungry for change will
keep coming back to see what’s new.
3. Long-term market expansion
A rebrand can become a public expression of a company’s evolution. As any small business
prospers, a rebrand can reflect the larger, more sophisticated company it has become.
Businesses that fail to develop their brand risk becoming dwarfed by their more dynamic
competitors.
4. Innovation = profitability
Just as a company’s brand must reflect changes in size and market position, it must also
reflect changes in technological innovation. Technology and business development are often
inseparable from one another. Any brand associated with technology must keep pace within
its sector and may have to consider rebranding to reflect changing trends.
Again, your brand is the public face of your business. When it fails to reflect the level of
innovation your business has achieved, your customers may assume that you have fallen
behind the times. Competitors who consistently rebrand their products and services — even
those competitors who may not have your strengths — could potentially outperform you in
terms of reputation and profitability.
Whatever your reason for rebranding, your company’s brand must remain consistent with
the latest and greatest your business has to offer. Whether reflecting advancements in your

23. products or service or the evolving nature of your business as a whole, the process of
rebranding is essential to communicate your level of quality to your customer base.
Rebranding can have a rejuvenating effect on the internal culture of your company as it
calls for new levels of employee support, knowledge and feedback. It gives staff the chance
to get involved in creating a new, positive business culture.
6.2. what type of Brand Architecture
House of brands vs Branded House
We think that House of Brands is more suitable for NTG than Branded House
7. NTG New Brand
7.1. Brand Promise
7.2. Brand Attribute
7.3. Brand Personality And Characteristics
7.4. Brand Elements
7.5. Creative Imagery trends
7.6. tone and Voice

24. 8. NTG Brand Excution
8.1. Look and Feel
 Logo Specifications
 Logo in our Systems.
 Specifications
 Using the Purpose Statement
 Using the Logo with Internal Department Names
 Examples of Department
 Treatments in Applications
 Using the Logo with Country Names
 Our Primary Color Pallet
 Our Core Colors
 Color Ratio
 Our Typeface
 Myriad Pro
 Typographic Style
 Using Type Effectively
 Applying the Full NTG-motifa
 NTG-motifa in Color
 The Full NTG-motifa in Action
 Applying the Half-NTG-motifa Graphic
 Graphic: Products
 Applying the Half-NTG-motifa Graphic
 Inspiring Ideas
 Applying the Half-NTG-motifa Graphic
 Applying Talkboxes
 Talkbox Attributes
 Applying Talkboxes
 Examples of Talkbox Usage
8.2. Communication Resources
 PowerPoint Templates with Logo
 PowerPoint Templates
 Logo and Retail Tagline

25.  PowerPoint Templates Logo
 E-mail Signature with Purpose Statement 10.6
 Office system
 Business card
 Envelope
 Letterhead
 Mailing Labels
 Notepad
 Social Media
 Advertising
 Shirts