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Seth Godin defines “branding” as “the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.”
Every institution in the world that considers itself a brand—from corporations to nonprofits to sports teams—relies on its identity design to represent its character to the public in a unique and recognizable way. The visual representation of a brand is one of the most fundamental projects a designer can work on.