Essential Tools
The brand levers outlined in this chapter will be the most familiar to creative teams, however, everyone has an opinion about them. They often involve aesthetic judgments about brand expression. Rather than viewing them as entirely subjective opinions, designers see them as creative tools. Leaders can make better decisions when they understand the palette of brand tools. Brand builders can encourage teams to dig deeper and guide choices based on strategy.
Hamilton
Mirko Ilić
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1 Illustrative logos
Logos can be pictures and can cover quite ...
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