Create temperament image matching brand positioning, and let consumers produce category memory. Generally, brand design consists of brand name, brand language (advertising language), logo, standard color, visual picture, image norms, etc.
核心要点：易识别、易记忆、易传播、易应用。其他如行业性、美观性、意义性等都应排在四者之后。呈现上应尽量扁平化、简洁化、品质化。而简米在实际操作中发现大量的背道而驰的负面案例。很多企业分析行业，了解竞争对手，把自已的理念一步步的往标识上加，最终呈现出一个非常 LOW 的标识。有的企业一味的参照国际大牌，要知道所有大牌不是一天形成的，不同阶段其传播呈现方式亦有不同。
Core points: easy to identify, easy to remember, easy to spread, easy to apply. Others such as professionalism, aesthetics, significance and so on should be ranked behind the four. Presentation should be as flat, concise and quality as possible. In practice, Jaime found a lot of negative cases that ran counter to each other. Many enterprises analyze the industry, understand competitors, add their own ideas step by step to the logo, and finally present a very LOW logo. Some enterprises blindly refer to international big brands, we should know that all big brands are not formed in a day, and different stages of their dissemination and presentation methods are also different.