The easiest way to explain what a design is to a non-designer is that it is a series of decisions. From the broad (“what is this thing?”) to the minute (“should this be one pixel closer?”), every decision shapes the final product. The difference between good and great design often lies in the strength of and commitment to those decisions.
Branding follows the same principle. When a logo doesn’t have a strong rationale, if the corporate colours are chosen because it’s the colour of someone’s bedroom, that’s when branding fails.
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