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In marketing, we communicate with words as well as visuals, so the images and style that are selected for a brand can help support and reinforce messaging. Appearance does matter when it comes to brand development and ongoing brand management. The logo is one of the most obvious brand identifiers that helps make a mark. A logo is a visual that identifies the brand. The name is designed with a font. The selected font is called a font treatment. Many brands have an image that goes along with the brand, often called an icon, and it's not required for a brand to have both an icon and font together. Some brands just have a font.
Let's take Nike for example. They are known for their swoosh image, but also have a specific Nike font. This font may or may not be used with the icon at all times, but as we know, the icon alone speaks for itself. Images and style support branding, everything from the logo, tagline, business cards, web site, blog, letterhead, and trade show collateral. Once you've selected a logo, the consistent use of it is a must. Develop a style guide for your logo.
There is a style guide example included in the exercise files for No Obstacles Sport. There is also a template that you can ask your designer to complete so you have the keys to your brand's font, colors, and appropriate usage. Now that we've shown how to define your brand, in the next chapter we're going to start building it.
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