Forbes Article – Design For Success: How To Choose The Right Visual Elements To Define Your Brand

Posted by Jay Heich on Jul 23rd 2014

If you need proof that customers have strong feelings about the simplest visual branding symbols, let Exhibit A be a solid blue box behind three white letters.

When retail apparel giant Gap decided to tinker with its famous logo in 2010, the backlash was immediate—and fierce.

“Their customers had a fit,” said entrepreneurial branding coach Rochelle Valsaint. As a marketing consultant in the Atlanta office of concierge service provider LesConcierges, Inc., Valsaint is an expert on small business branding. She cited Gap’s logo debacle as an example of what can happen when visual branding goes wrong…

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