Sight, more than any other sense, informs us about the world around us. As a result, communication tools like signage, vehicle wraps and packaging that represents a brand are critical mediums. It is vital that the visual impression builds the brand, makes it immediately recognizable and is complementary to its identity.

Think about a few common brands providing a similar product or service, and reflect on your perception of the brands: Starbucks vs. Tim Hortons, Westjet vs. Air Canada, Patagonia vs. Columbia, or Steinway vs. Yamaha Pianos.