Look and feel

Pentagram New York

Two Pentagram partners on “look and feel.”

“You should be able to cover up the logo and still identify the company because the look and feel is so distinctive.”

“Look is defined by color, scale, proportion, typography, and motion. Feel is experiential and emotional.”

Quoted from Alina Wheeler’s Designing Brand Identity.

Related, on davidairey.com:
Remove the logo. Know the brand.
Colour in branding

Photo via Sabrina Metivier

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