cradduckbranding

Brand is where design starts for us. It forms its soul. It breathes life and character and distinctivity into your communications. It guides the way you conduct yourself in the marketplace and how your customers perceive you. Ideally, it grows and develops and morphs as time goes on. At its centre will be something idealistic or intangible and from this core will grow the things you say and how you say them. People sometimes assume a Corporate Identity is a Brand. A Brand, however, underpins Corporate Identity and all other visual, tonal and aural communications. Great brands need treating with the deepest respect. They take time to create or change, just as the great ocean liners take miles to change direction.