Why isn’t the logo the most important part of a brand-building strategy?
A company decides to develop a visual identity. The agency asks for a brief. The brief is either blank or – which isn’t necessarily any better – filled with the boss’s personal preferences. The CEO’s wife likes blue because that’s the color of her bedroom. The CEO has a boar’s head above his bed, so the boar has to be included in the logo. Just another Tuesday in the branding industry.
