The blog on communication

A brand is more than a logo or a color palette - a brand is the sum of how people perceive your company, what you stand for and how you differ from your competitors. But how do you know...

Corporate identity is a term often used in the marketing world. But what does it really mean and what is included in a company's graphic profile? We at Navigator clarify the concepts.

Think of your brand as a separate person. What would the brand sound like if you spoke to it? What tone of voice does it have? And what words does it use? With the right tone of voice, it's easier to create real...

The difference between a brand's identity and image is simply the degree of control. A company can chisel out in detail how the brand identity will appear, down to the smallest pixel. But when the identity meets the recipient, it creates...