“A logo is not a brand. Neither are cute headlines or splashes of color”

A logo is not a brand. Neither are cute headlines or splashes of color.

Logos and colors provide graphic continuity. They are the cover, not the book. Color says nothing about what you stand for, nor do crafty headlines that are off-strategy.

Jesse Cogan, “The Branding of Jewish Education”, The Jewish Week (9 September 2016), 19.