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Logo Design Love, Annotated and Expanded Edition, Second Edition
book

Logo Design Love, Annotated and Expanded Edition, Second Edition

by David Airey
August 2014
Beginner to intermediate content levelBeginner to intermediate
240 pages
4h 52m
English
Peachpit Press
Content preview from Logo Design Love, Annotated and Expanded Edition, Second Edition

Chapter two. It’s the stories we tell

Why is branding important? Because people often choose products based on their perceived value rather than their actual value.

Think about the celebrity who drives an Aston Martin instead of, say, a Skoda, which is continually ranked “car of the year” in many European countries, and delivers much better mileage at one-tenth of the price. Sure, Skoda is the logical choice, but it’s Aston Martin’s identity that conjures images of luxury and status, and that usually clinches the sale.

Aston Martin

Photo by Jon Large

Image

With the right branding, businesses can increase their product’s perceived value, establish ...

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Publisher Resources

ISBN: 9780133812589Purchase book