The Brand Gap A brand is what they say it is, not what you say it is — Marty Neumeier All brand expressions, from icons to actual products, need to score high in 5 areas of communication: distinctiveness, relevance, memorability, extendibility, and depth. — Marty Neumeier Brands can afford to be inconsistent – as long as they don’t abandon their defining attributes. In the morning you can wear a T-shirt, and in the evening a dress shirt. One moment you can be serious, and the next laugh out loud. — Marty Neumeier Branding is the process of connecting good strategy with good creativity. — Marty Neumeier To begin building your brand, ask yourself three questions: 1) Who are you? 2) What do you do? 3) Why does it matter? — Marty Neumeier Make sure the name of the brand is distinctive, brief, appropriate, easy to spell, easy to pronounce, likable, extendable, and protectable. — Marty Neumeier Logos are dead. Long live icons and avatars. — Marty Neumeier Graphic design is a visual language uniting harmony and balance, color and light, scale and tension, form and content. But it is also an idiomatic language, a language of cues and puns and symbols and allusions, of cultural references and perceptual inferences that challenge both the intellect and the eye — Jessica Helfand The modern designer needs to be a skilled communicator. — Adrian Shaughnessy