Look to Nature

Thu, 10 Nov 2016 11:00:00 -0500
Leading Edge

There is no better natural form to help model a brand than the iceberg. Though often viewed as menacing, the iceberg provides far more positive analogies: structure, mystery, and beauty, all of which have their place in the world of branding. With the company’s identity as a foundation, here’s how to create a potent brand, using the iceberg as a model.