How brands shape our identities All of us are surrounded by brands. ... he noticed that each had its own set of badges, ... "A brand is so much more than a tagline or a logo," he says.

Think of your logo as more than your name in pretty type: it needs to be the essence of your brand identity. Your brand identity is markedly affected by the psychology of font, color and shape ...

Nomad developed it further by creating a full set of characters and numbers in the style of the symbol, which Watkins describes as “surprisingly legible”. The typeface will be used as a display ...