Establishing a brand’s “Pleased to meet you.”

I’ve often compared a successful logo to a good, firm handshake — while neither will tell you everything in an instant, both are memorable first impressions that should leave someone eager to know more.

Interestingly, this first impression — the visual brand mark — comes only after a lengthy branding process. Deep dives ultimately lead to understanding and identifying a company’s or organization’s core beliefs, vision, personality, and positioning. The steps take to translate these important elements into a cohesive visual system require skill, talent, and a bit of alchemy. Indeed, when that brand is successfully unveiled in a crowded downtown auditorium or annual meeting, or launched via a PR blitz or social media campaign, it truly is a magical moment, sealed with a handshake.