We live in a cluttered world where more and more voices are continually competing for our attention. If we want to break through the clutter we must communicate a large amount of information at light speed.

So how does one actually go about communicating at light speed?

Here's the bottom line:

“Logos are the fastest form of communication known to man.” - Alina Wheeler

Scientists have done research and developed the Sequence of Cognition which explains how our brains take in information.  We first take in shape, then color, then content.  Think about walking down an airport terminal early in the morning and looking off into the distance for that simple green circle, the sign of coffee…Starbucks.

When you have a recognizable brand mark that builds meaning over time, you can communicate a mountain of information though a small shape no larger than a favicon.  This applies to all types of brands:

• B2B Brands (IBM)
• B2C Brands (Verizon)
• Product Brands (Apple)
• Service Brands (PwC)
• Brick and Mortar Retail Brands (Starbucks)
• Online Retail Brands (Zappos)
• Political Brands (Barack Obama)
• Media Brands (ABC)
• Nation Brands (Peru)

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