3
WHY WE DO IT
THINK OF YOUR FAVORITE BRAND.
Ideally, any time someone sees something created by Vertex, they should recognize it as such. That
No matter which brand you’re thinking of, you
allows us to both, draw from and build on all of their
probably like it because they consistently exceed
past experience with our brand. Creating a strong
the competition in ways that you identify with. Nike’s
relationship with our brand and eventually facilitating
“Just Do It” attitude, Apple’s “Think Different” ideal,
the sales process.
or even Walmart’s guarantee to have “Everyday Low Prices” are all communicated in many different ways
To that end, it is important that Vertex as a company
through every interaction a potential consumer has
and a brand are presented in a consistent and
with their brand.
visually pleasing way.
Visual communication is just a small part of the whole
Think of the visual identity of the clothes the brand
brand package, but it is an important and inescapable
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piece that helps build a customer’s instinctive sense
a good person, and the same is true for brands.
of the things for which our brand stands.
Fortunately, Vertex is a good brand, and we want our appearance to show that.
Over time, as positive brand interactions occur between Vertex and its customers (or potential
With that in mind checkout the rest of this manual
customers) they will begin to form positive opinions
and stay on brand.
about our brand—know as brand equity.
