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In the beginning, there was the brand. Before a single navigation bar was designed, trade show banner created, or social media icon labored over, there was the brand. And lo, it is often overlooked, but it is so important.

A proper brand is the foundation of everything a business communicates.

In this talk, Ben walks you through the parts of a brand. Assessing client needs, crafting a logo, color palettes, font families and other guidelines for visual communication. You'll learn:

* What a brand is and why it matters
* How incongruous branding can hurt your business
* How to explain branding to clueless/skeptical clients
* Why some businesses succeed in spite of atrocious branding (or none at all)

Presenter: Ben Seigel

Ben Seigel is a veteran communications creative with expertise across disciplines: design, development, marketing. Ben is currently marketing manager at Machinery Row Bicycles, where he shivers and schemes, awaiting spring.