It doesn’t matter if your brand’s visual identity looks good

A century ago, some of the earliest examples of what we would now recognize as corporate identities were created by artists and craftspeople who spent years studying and practicing the applied arts and their environment. Constructing a good-looking visual identity came from developing craft, taste, and a point of view. Today, the barrier to making something decent-looking has more or less disappeared. Almost anyone with an internet connection can quickly create a polished logo, website, campa...