The 4 building blocks of brand authenticity

The word authenticity has become so ubiquitous in recent years, it could almost be ignored. And yet, authenticity is what makes identity matter. This is as true for cultures and companies as it is for individuals. That same principle is at the heart of brand design. When people hear “brand design,” they often think of logos, typography, taglines, color palettes, and campaigns. Those elements are important, but only scratch the surface. Great brands are designed through every decision made, in...