Welcome to “Building Your Brand" - Ver. 1.02.

On our last DREAMSCAPE, we covered the key differences between Branding vs. Marketing and explored concepts related to Value.

Today we’ll dig deeper into the tangible elements of a Brand. This will help all aspects to sit together seamlessly as the brand builds its personality.

  • Tangible: Logos, typography, colors, slogans, jingles, and more.
  • Intangible: Narrative, positioning, emotion, value, loyalty, and more.
The Logo: When we think about branding, many of us immediately picture a symbol or logo design for our brands. Well, though an essential element, a logotype is only the beginning in providing recognition for a brand. From monograms to wordmarks, here are the most popular styles of logo symbols to include in your research. Learn more in today's webinar!

  • Monogram logos or lettermarks.
  • Wordmarks or font-based logotypes.
  • Pictorial marks or logo symbols.
  • Abstract logo marks.
  • Mascots.
  • The combination mark.
  • The emblem.

Typography: The Experience of Reading.

As you know, we’re fascinated with color and typography. When designing a brand for a client, we usually provide a set of questions that will enable us to gain insight of the inner aspects of a business personality so we can then match a design to the brand’s feelings, emotions, and associations.

For instance, the crimson red and gallant turquoise of our DREAMCATCHER are by no way a coincidence. Their hue, tint, tone, shade, saturation, and opacity techniques were carefully designed to blend a harmonic balance. More on color psychology in our April edition!

In terms of typography, the types of letters/fonts we chose were strategically selected for their weight and playful ornaments, infused with a contemporary yet vintage retro feel, giving the typographic part of the logo a distinct look.

Typography can give your branding a sense of Tradition, Stability, Elegance, Strength, or Friendliness. Gain some inspiration and start your journey!


We’re continuing our commitment to small business and nonprofit founders with resources and tools to support them during this unprecedented time.

Looking to build YOUR personal brand? Psst! We'll teach, one step at a time!
On our next DREAMSCAPE: Color Psychology and Intangible Aspects of Branding.