On logos and branding

Branding, like advertising, is one of those things many people simply can't quite believe actually works. Or at least they don't think it works on them. A brand is not something you can touch or hold. It's more concept than concrete.

But when I think about branding I think of the consistency of the BMW hood or the hidden arrow in the FedEx logo. I see the waves of water in the Dasani logo. I see white earbuds, swooshes on sneakers and the "Golden Arches." Alligators on polo shirts and the Yankees in pinstripes. Or the symbolic power and beauty of the Red Cross logo. I associate green and yellow with John Deere, orange with Home Depot and yellow with Best Buy.

A brand identity is a powerful thing that, when done well, can help associate a company with ideas and connotations that tell a story, reinforce marketing concepts and provide a clear, consistent message to consumers.

Oh, and my children can spot those "Golden Arches" from at least two miles away.