Creating a Brand Identity: A Guide for Designers: (graphic Design Books, LOGO Design, Marketing)

The design firm has to be able to make the right choices around what’s going to be the most critical thing that will break through to consumers to build that relationship—that familiarity yet distinctiveness that connects with consumers.

To me, marketing is about values. This is a very complicated world, it’s a very noisy world, and we’re not going to get a chance to get people to remember much about us. No company is. And so we have to be really clear on what we want them to know about us.

Now, Apple—fortunately—is one of the half a dozen best brands in the whole world. Right up th