Two decades ago, the power of visual identity was often reduced to a polished logo and a neatly printed business card. Companies believed that a set of colors and a stylish typeface were enough to convey personality and leave a lasting impression. Back then, competition moved at a...

Let’s try a quick experiment. When you think of Coca-Cola, what do you see? It’s that iconic, scripty font and that specific, energetic red, isn’t it? Now, let’s think of a famous Syrian brand, like Syriatel (سيريتل). What comes to mind? It’s that distinct color combination and the specific,...