A brand, simply, is what our audience thinks and feels about us. The assets – such as logos, brochures, signage and more – play an important role in reminding the audience of the brand they are interacting with but they do not communicate the message alone.
Our actions and communications carry the greatest weight. As such, it is important that we leverage our stories and personalities to raise our brand awareness and communicate our brand attributes. Graphic assets, such as logos, must present a consistent and cohesive identity that help remind our audiences of our brand.
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Before we design logos, define color schemes and print signs, we start with a "big idea" that captures the essence of our institution and what we aspire to be. For Florida International University, the idea behind our brand is "Worlds Ahead," an attitude that inspires our global perspective and commitment to superlative programs, research and service. "Be Worlds Ahead" is the active form of this idea, and it allows the audience to participate.