Thinking: how I think about branding and visual identity, by Silvana Marinetti
A logo is only the beginning.
A brand is a system of decisions that strengthen each other.
Before it takes shape, a brand needs clarity: what it says, who it speaks to and what it wants to spark in people.
When those decisions are aligned, design becomes a consistent, solid system, ready to evolve.
Design is the fundamental soul of a man-made creation that ends up expressing itself in successive outer layers of the product or service.Steve Jobs — Fortune, 2000