Identity. We can’t live without it. Neither can business. When I approach a design I use a methodical approach to the brand. What delimits the company from others? Who are their costumers and where can they capture new ones? What is the core values of the company itself? The answers to these questions are crucial to the design process. It dictates the color palette, the font usage, the iconography used. Successful visual identity ties all into one setting a business or individual apart from the pack. Isn’t that what we all strive towards?