Brand identity is a universal package of assets, visual elements, and design decisions that signify a brand's image.

Branding is simple and difficult at the same time. At its core, it is the “personality” of the business and describes the business – both visually and concluded the written word, as well as through all the perceived qualities that are amassed into its repute. It serves as a “north star”, providing direction and purpose, and equity that buoy the industry over time.

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