This article originally appeared on the Percolate Blog.
The best brands are built to last a lifetime. GE’s existed for over 118 years, IBM recently celebrated it’s 103rd birthday and even innovative Apple is steadily approaching 40.
But while the best brands are complex, multi-dimensional and designed for longevity, a brand’s visual identity — its logo, colors, fonts and style guides — can be analyzed and understood by the human brain in less than half a second, according to researchers. Moreover, how our brains process branding and a business’ visual identity carries important lessons for marketers, entrepreneurs and designers. Continue reading