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To create a visual identity for your brand that’s completely authentically yours, you need to find a combination of colors, fonts, graphic elements, and photos that come together to communicate the ideas and ideals behind the brand clearly. And to choose colors, fonts, graphics, and photos that do that job well, you need to have an extremely clear understanding about the ideas and ideals your brand represents.

Start anywhere else, and you’re just making wild guesses – and if you don’t know your brand, how can you expect anyone else to?