John Deere apparel. CAT® footwear. Armor All™ vacuums. All highly recognized brand names, but who knew they made these types of products? Well, actually, they don’t. They are products of manufacturers who believe in the potential of brand licensing. With the right pairing of license and product offering, manufacturers can bypass entrance barriers in a crowded marketplace through higher brand recognition, stronger customer preference and a perceived quality differential. But, there are considerations when choosing such a strategy…

Up until the end of the last century, most corporate identity guidelines were written like instruction manuals for minding the brand. Never do this; always do that. Use this grid and these colors (nothing else)...

How do companies go about creating a corporate social responsibility program? Here are a few simple steps.

Your company has invested a great deal in the development of a strong brand identity system including a logo, color palette and fonts that capture the tone of your brand's voice. Using limited, "platform-friendly" fonts can weaken your brand personality and standards. Start using your corporate fonts online today!

On its own, the Apple logo is really not that clever. The symbol is pretty obvious: an apple shape for a company named “Apple.” So why is the Apple logo one of the most recognizable in the world? Because a logo derives its meaning from the quality of the thing it symbolizes, not the other way around.