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All brands can be created and managed by forming and configuring marks. Marks that are distinctive either in form or in the manner in which they are configured in relation to other marks and that, in total, define a particular identity. These are the marks of brands, they are 'brand marks', or more specifically (as the plural of a composite noun) 'brand-marks'. There is no limit to what type of marks these might be, physical and imagined. To grasp how brand-marks are related to form discrete brand experiences see the Anatomy of a brand identity diagram.