A swoosh is Nike, and a leaping jaguar is a Puma. How do we know that? Because these companies have trained us to recognize them by their logos. This is what building a brand identity does. Brand identity design is a complex process of carefully selecting colors, icons and other graphics that are going to represent a brand to the rest of the world. Once executed, every aspect of the business right from stationary to the final product is going to have to adopt this corporate identity. Eventually, people start recognizing a brand by a mere look at their logo and colors, and that is what makes the process of brand identity design so powerful.
A human brain intercepts a particular meaning from a specific color and design, and hence it is essential to select the right colors, patterns, objects and icons that re going to represent the business.