Brand Identity

MasterCard recently debuted what it’s calling a sonic brand identity—a “distinct, memorable melody that will serve as a foundation for its sound across the globe,” from point-of-sale chimes to telephone hold music. The announcement (appropriately…

A brand, most simply, is your company’s identity. More poetically, a brand is defined by where you’ve been and where you’re going. It is ever evolving, constantly under threat, and formed by every interaction. It…

Typography is a powerful thing. It can elevate a brand or it can destroy it. In some special cases, it can keep a brand alive for hundreds of years. It can be the glue that…

Ready to bring your brand to life inside your office?  Any office redesign today should, at minimum, reflect who you are as a company and, at best, boost morale, inspire collaboration, and encourage innovation. The…

Great logos defy trends, endure, are memorable, and serve as the visual shorthand for their brand. However, logos are also expected to remain relevant within their cultural context. This is a tricky tightrope to walk.…

There have been numerous ads on how IBM’s Watson can help virtually every business from the automotive industry and insurance companies to tax preparation services, but have you heard how Watson can help you protect your…

Data is everywhere—and rather than simply using it to identify audiences and measure success (as we must), it can be the inspiration for wildly creative marketing executions. One brand getting creative with data driven marketing is the…