When you hear the word brand, what is the first thing that comes to your mind? 

For most people it has something to do with a logo or packaging or maybe a physical products, maybe a tagline or an idea. But most of what we think of when we think of brands is something visual. 

We think of something that we can see, and this is a huge part of what makes a brand magic. 

So in the last few episodes we've been diving into what I call brand cool, which is that mythical magical stuff that does make a brand more magnetic than just a business. And one of the most critical pieces of that is the visual stuff that goes in.

We're going to look at the key pieces of a visual brand aesthetic, which include color photography, the logo, other icons and illustrations, fonts. And we're going to have a quick peek at what I call channel art, which is all this stuff in your digital channels. 

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