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Positioning, identity systems and the production details that make a brand survive a browser.

A Logo Is Not a Brand: What a Real Identity System Includes Branding

A Logo Is Not a Brand: What a Real Identity System Includes

Most businesses that ask for a new logo need an identity system — and the logo is the cheapest part of it. Here is what the system contains, why the production details decide whether it works, and how to tell a real set of guidelines from a PDF of colour swatches.

8 min read

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