Brand distinctiveness comes from the combination of elements together, not from any single element alone.

PrincipleBrand & Creativity

Brand distinctiveness comes from the combination of elements together, not from any single element alone.

Uniqueness comes from the combination of brand elements, not from the individual elements. Red and white is not a unique colour combination and reads as Coca-Cola; The Economist's grid or typeface alone would not identify it either. Brought together, the effect is far more unique and famous than its individual parts.

Source

The WARC Guide to brand assets in a hybrid world (2022)

WARC (eds. David Tiltman, Lena Roland, Catherine Driscoll); contributors incl. Jenni Romaniuk & Brooke Klement (Ehrenberg-Bass), Nick Liddell (Baron Sauvage), Adrienne Little (And Rising), David Taylor (the brandgym), David Courtier-Dutton (SoundOut), Panos Dimitropoulos (Kantar), Rachel Barton (Design Bridge), Morten Grubak (Virtue), Elisa Harca (Red Ant Asia)

p. 15; Nick Liddell, Baron Sauvage

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