A brand’s identity dictates how consumers perceive it and differentiate it from the others in the market. The visible brand elements like logo, typography, colors, icons etc. are effective ways to communicate to the consumer what the brand really stands for, its values, aspirations and goals. Therefore, creating an excellent brand includes strategizing a thoughtful and insightful brand identity that speaks for itself. It’s also important that the brand identity and its elements are easily understood and recognized by the customer.