To fully understand the importance of your company's logo, branding statement, and the rest of your Corporate Identity Package (CIP), you have to think of it as a person. What would they wear? What would they say? What would their favorite movie be?

Seriously.

Having a crisp branding statement and a drab, poorly designed logo would be like Gordon Gecko running his empire in a sweat suit.

On the other hand, having a sharp, strong logo and a weak and poorly worded branding statement is like making Rocky Balboa your lead Continue