Logos, symbols, logotypes, identities, graphic identifiers, icons, trademarks, service marks – what does it all mean?

The logo is not the end-all-and-be-all of anything. For a powerful brand that will gain our respect and even affection, it is not enough to come up with a snazzy logo and a catchy slogan.

A brand needs to stand for something, have a heart and tell a story. It needs to be grounded by beliefs and values that feel real, and those values need to be felt and experienced at every point where the consumer interacts with the brand.