The first and the most important impression is based on visual elements, they identify and portray teh meaning of the brand to the public. The whole visual recognition pattern is formed by various aspects, such as colours, slogans, tone and volume of voice and style of expression (Olins, 2008). However at the core of all these elements lies logo - the first and most important visible element, the heart of the brand communication. "The logo encapsulates the brand"(Olins, 2008).
Symbols are tremendously powerful: as primary visual factors they reach the nervous impulses many times faster than any other triggers, such as words that set ideas in the mind.
"Symbols can unleash the most complex and profound emotions"(Olins, 2008).
References:
Ollins, W (2008) The Brand Handbook. pp30-31 London: Thames and Hudson
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