Holding a business makes all the information about this important and can influence your course in one way or another. Particular attention should be paid to the brand-identity, both verbal and visual -elements that contribute to building credibility in the business environment.

Every firm has a commercial name, from the smallest up to the highly developed, but only a small fraction of them have that something that categorizes them as a brand. A pleasant and recognizable brand is the most important aspect that a company can have because most customers prefer to buy products that belong to familiar brands, products of the brands which they identify with.

A logo is not a brand nor your company’s identity.
The Brand – verbal and visual identity and brand strategy- it is necessary and is manifested in all its aspects: first, the visual and verbal signature (logo, logotype, slogan), web site, custom documents (presentation folders, business cards, letterheads, brochures, etc.), email signature, newsletters, CD presentation, a set of rules, recommendations and development of the visual elements of the mark, etc. All these elements represent the identity of the company and together create a picture about the business or product.

In most cases a company’s identity is based on the visual elements used, concentrated within a guide called brand book. The brand book is designed to determine how the identity is applied in different environments using color palettes, metrics, similar schemes and fonts. These rules shall ensure the coherent identity of the company, which in turn allows the brand perception as a whole that can be easily recognized.