Brand identities fall into two main categories: the ones we remember and the ones we don’t.
The difference is sometimes mistakenly attributed to superficial elements like colors, fonts, and asset packages.
We might look at the bright red of Coca-Cola and say, “It’s that unmistakable red. It really catches the eye.”
Or when explaining the power of Chanel’s brand, we may reference the bold lines of the company’s iconic logo.