Branding, as we know it today originated with the industrial revolution of the 19th century. As more household goods were produced in factories, manufacturers needed a way to differentiate themselves from competitors and convince buyers that they were as trustworthy as local producers of these products. These efforts evolved from simple branding of products, to advertisements that included mascots, jingles, and other sales and marketing techniques. A British brewing company, Bass & Company, and the food-processing company Tate & Lyle both claim to have the oldest trademarked brands. Other brands that emerged in that period include Quaker Oats, Aunt Jemima, and Coca-Cola.
A brand is not merely its name or logo, but an entire ecosystem composed of products, communications and touchpoints. By using a rich visual language, a brand can directly and subliminally communicate a company’s values and strengthen the customers’ associations with the company.
A well-designed brand language ties the entire brand ecosystem together – be it products, communication or promotion. It conveys personality through compelling imagery and design style, leading to a consistent and authentic rendering of brand associations in the consumers’ minds