• Type/Typography as Design 

—> It’s the first thing people know about the brand, so it has to be catchy. A good typography design in brand can stimulate people’s interesting to know more about the brand. On the opposite, a bad typography may lead to the result that people will ignore the brand easily.

  •  Intangibles

—> The real meaning and value of the brand/ logo is intangibles. “There are a thousand Hamlets in a thousand people’s eyes.” The real meaning of the brand/logo has different meaning in different customer. Also, the impression that the logo leaves on people, the emotional response is intangible. Some of the advertisements of the brand is intangible too, people can watch them on TV or internet, but cannot know the truth product of the brand unless they go to see the product themselves.

  • Balance

—> When comes balance, what comes to my mind is the balance of trust. There is a balance between the real product and that the brand convey to the public, if the real product accord with the idea that the brand convey to the public, then there is a trust balance, otherwise the balance will be broken.

  • Flexibility 

—> With the development of the technology, interpersonal communication and mess communication becomes more and more flexible, people can use TV, internet, newspaper to complete one to more communication, or can use Facebook, iMessage, Twitter etc to complete one to one or small group communication. So as brand, logo can shows up at any place, like LED Billboard, newspaper, website, magazine etc to disseminate the brand.