The art of creating brand seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics that make it special or unique. A brand image developed by associating an "image" with a product or service, whereby the image is "branded" into the consciousness of consumers. A brand is therefore one of the most valuable elements in an advertising theme.

    Typically, a logo's design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority. The logo is one aspect of a company's commercial brand, or economic entity, and its shapes, colors, fonts, and images usually are different from others in a similar market. Logos identifies organizations.