We see the name and symbol as a mix of form and substance.
Brand identity may as well be compared with human identity. We primarily remember people by their names and physical attributes, and so do we recall the brands similarly. The auditory aspect of the name and visual outlook of the brand becomes significant for its role in remembering and recalling from memory. The decisive factor of the brand identity lies in its ability to transcend from short-term memory to long-term.
Creating a brand identity is both a science and an art. It’s an intellectual and practical activity encompassing the systematic study of the organisational structure and behaviour of the internal and external factors through observation and requires experiment. Also, brand identity is a form of creative expression and an application of collective imagination, which appeals to the senses and emotions. The brand identity is the hard, tangible manifestation of the brand image.