A promise.

“There is the brand and there’s the company. The importance of brand is so great to any company…Apple iPod sells for twice as much as the Microsoft Zune even though the specs were not dramatically different, in some cases the specs were higher than iPod. That’s the value of a brand, a form of trust. You have to protect your brand, you can’t let it fall by getting sloppy and building lousy stuff. “— Steve Wozniak, aka The Waz on Interbrand Best Global Brands 2021

It’s never about the actual logo, it has always been about a commitment, a promise. The symbol that represents this promise is given birth through self-definition.

There was more value in the ambiguity of becoming Apple and what it would do next than there was in a company called Apple Computers. The logo is a signal of this internal company mindset, a change in thinking and how it perceived itself.

A logo represents a brand, a mindset, sensibilities, or the type of thinking of a group of people or an individual. The brand is a delicate system that functions as a unit and communicates on behalf of these people as an identity. A fully formed personality that encompasses a humanistic quality with one primary idea or mission — Define it.

The logo represents the brand, the company is managed in the background and supports the brand, everything you do is on behalf of the brand — Care for it.

Hancock is who he is, but people could not depend on him and the experience was horrible. He became the hero they wanted by rebranding himself — A rebrand is not merely a visual change, it’s symbolic.

To induce a change in people you have to observe human behaviour. Effective communication centred around psychological influence in how we respond to our environment, by extension each other.

Create business and product confidence then define the Brand, define the Marketing, sell the Solution.