Brand identity is more than logo. It is strategy, design, communication, personality—a unique and unified system with which customers can connect on a visceral level. In my work on brand design for BusinessOnline, I focused not only on aesthetic appeal, but also on communicative functionality. Look and feel comprise the visual language that makes the brand immediately recognizable. But they also express a point of view. Integration of color, imagery, typography and composition is what makes the entire system cohesive and differentiated.