What really makes a brand?

Opening 2012. Boston, MA.

We are exposed to countless brand messages. We see hundreds of advertisements and logos every day—but branding isn’t limited to a symbol or slogan. Every part of the consumer experience is designed to make us connect with an idea. And it’s not merely large corporations who engineer every outward-facing aspect of their business—branding extends to non-profits, schools, government agencies, and even people. Some brands we identify with, while others we do our best to avoid. Whether we love them or hate them, brands are a part of our culture and our daily lives. Beyond the Logo explores the creative process behind what makes a brand memorable.

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