Made you look

Designing Brand Identity, some may argue, is a discipline in itself within Graphic Design. In his cult-book “The Brand Gap”, Marty Neumeier argues that “Brand will become the most powerful strategic tool since the spreadsheet”, and since his book was first published in 2003, this premonition turned out to be true. Let’s indulge ourselves in talking about what Brand is, and why you’re wrong if you think it’s just something nice to look at.