Branding refers to the marketing practice of creating a name, symbol or design that identifies and differentiates a company from other companies or a product from other products. It reflects how a customer thinks and feels about a product, service, etc, but also how one would like to communicate this information to a specific target. It configures, organizes and coordinates emotionally the public’s behavior towards the object being promoted. It applies to all disciplines of graphic design and marketing, for example print design and publication design

Branding includes custom logotype development, typography, colors, packaging, messaging and it complements and reinforces the existing reputation of a brand. It attracts new customers to a brand while making existing customers feel familiar with the offered products / services of a company.