“Find meaning behind the service or product.

Meaning manifests everywhere.Look around you. Think like Andy Warhol. He made soup cans arrestingand provocative.

Everything has potential.Know the brand, know the audience,and use the logo to connect the two.”

Capsule, 2008, p. 78

logo, identity system, application

following standards

all materials must speak the brand’slanguage in form, style, language

Identity system