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Whether you think about it or not, once you create something - a store, restaurant, public group, a product or even a service - you have a brand and an identity. "Identity – or visual identity, or visual identity system, or brand identity system – is a package of visual devices that an organization uses to communicate the brand, such as graphic imagery, a color system, fonts and yes, a logo."*  "A brand is defined as “a person's perception of a product, service, experience, or organization.”**  Creating a good image, controlling it and selling it are the makings of multi-million dollar companies. A designer also needs to know how to follow an established set of guidelines as well. A lot of places require corporate give final approval before an ad is run or they won't help pay for the advertising. So, yeah, you have to follow those guides! This is all within a good designer's wheelhouse.

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*Perfect description lifted from here:
**Perfect definition taken from here:

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