Brand Identity

A strong symbol can provide cohesion and structure to an identity and make it much easy to gain recognition and recall. Its presence can be a key ingredient of brand development and its absence can be substantial handicap. Elevating symbols to the status of being part of the brand identity reflects their potential power. Symbols involving visual imagery can be memorable and powerful such as the Nike’s “Swoosh” symbol and the McDonald’s golden arches. Each strong visual image captures much of its respective brand’s identity because connections between the symbol and the identity elements have been built up over time. It just takes a glance to be reminded of the brand.