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  "sourcesContent": ["import{jsx as e,jsxs as t}from\"react/jsx-runtime\";import*as a from\"react\";export const richText=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"Introduction\"}),/*#__PURE__*/e(\"p\",{children:\"Today's business world is highly competitive \u2013 technology companies, e-commerce firms, and startups are emerging and growing at a rapid pace. You\u2019ve probably faced challenges keeping up with all the new developments and changes around you. You may also wonder how to successfully enter the market with your business. You want your brand's image to be as unique and recognizable as possible. At the same time, when you look at other brands, you might feel that everything has already been done, making it difficult to stand out from the crowd.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"So, what makes certain brand images memorable, while specific colors, logos, or the use of photos and typography make us think of a particular brand, but others do not? Is it a coincidence, magic, or perhaps a well-thought-out process based on analysis and strategic planning?\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"In this article, you\u2019ll learn about the elements that make up visual identity and what affects its recognition. Additionally, you\u2019ll receive some tips on what to consider when working with an agency or design studio to ensure your future brand image is as successful as possible and serves you well for years to come.\\xa0\\xa0\"}),/*#__PURE__*/e(\"h2\",{children:\"What Does a Good Visual Identity Include?\"}),/*#__PURE__*/e(\"p\",{children:\"Before you commission a visual identity project, you need to understand what it is and what it consists of. To this day, many people mistakenly associate it solely with a logo, business card, and website design.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"In reality, visual identity is like a tailor-made uniform for your brand. Imagine representatives of several popular professions, such as a doctor, lawyer, or construction worker. Each of them wears a completely different outfit for work, even though they all wear pants, shoes, etc. Visual identity works the same way. It also has fixed components, but the final outcome depends mainly on the brand itself and the feelings it aims to evoke in its audience.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Key Components of Visual Identity:\\xa0\\xa0\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Logo\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Typography\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Color Scheme\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Graphic Motif\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Use of Photos/Illustrations\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Layout Design\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Your visual identity should align with your Brand Strategy, which in turn should meet the specific needs of your target audience. Visual solutions that work well for one business might be completely off-target for another. It\u2019s essential to prepare well for initial meetings with the agency responsible for your identity. Provide information about your business \u2013 what differentiates your approach from competitors, what relationships you and your team have with your clients, and whether your products/services stand out in any way. This is crucial because, without this knowledge, the next stages of the process will be much more difficult, potentially impacting the final outcome negatively.\\xa0\\xa0\"}),/*#__PURE__*/e(\"h2\",{children:\"Competitor Analysis\"}),/*#__PURE__*/e(\"p\",{children:\"Creating a unique brand image requires a deep understanding of not only your own business but also your competitors. You should receive a competitor analysis prepared by the project team from the design agency in an accessible format. This analysis should cover all the core elements of visual identity mentioned earlier. It should also examine the verbal communication of key competitors \u2013 the language they use on social media and their websites, as well as their brand archetype and unique features.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"By analyzing and comparing all these elements side by side, you\u2019ll see which solutions and ideas are repeated and identify the strengths and weaknesses of each of your competitors. Based on this, you can develop initial recommendations and rule out certain directions that the project could take in later stages, such as color scheme or typography choices.\"}),/*#__PURE__*/e(\"h2\",{children:\"Do All Elements of Visual Identity Need to Stand Out for a Brand to Be Unique and Recognizable?\"}),/*#__PURE__*/e(\"p\",{children:\"Not necessarily. Why? Because the individual components of each identity have varying degrees of visibility. Depending on the project and the nature of your business, a highly distinctive typeface might play a key role in ensuring brand uniqueness. In other cases, if you use a lot of colorful illustrations, a simple, understated typeface won\u2019t negatively affect the overall recognition of the brand's image.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"For example, if you run a notary office where clients value service quality and meticulousness, it\u2019s worth avoiding embellishments and excessive graphic elements in favor of clean layouts and simple but elegant typography. On the other hand, if you\u2019re in the technology industry and your clients value modernity and dynamic development, it makes sense to convey this with vivid color accents and a graphic motif inspired by technology.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"It\u2019s also important to ensure the selected elements are consistent \u2013 not just visually, but most importantly, in terms of the nature of your business and the profile of your target clients. Pay attention to ensuring that your identity not only stands out but also allows its audience to relate to it. This means it should be understandable and visually appealing. A visually bold distinction from competitors at the expense of brand comprehension by your clients could have the opposite effect of what was intended.\"}),/*#__PURE__*/e(\"h2\",{children:\"Your Role in Building a Unique Brand Image\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"When commissioning a visual identity project, you must be aware of one thing: for the process to run smoothly and painlessly, the input of the decision-maker \u2013 you \u2013 is invaluable. The person who knows the company's specifics and operations inside and out is essential. As a business owner, you are the best source of knowledge about the business and its customers. Your role in the process will likely not end with completing the brief.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"You may be asked to participate in workshops where the direction of the final project is determined. As you move through the steps, you\u2019ll develop a better understanding of how each aspect influences your brand's reception and recognition. Expect your initial perspective or personal preferences to change as you grasp the strategic goals and their impact on the final look of the visual identity.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"Through collaboration, you can achieve an effective and distinctive brand image much more easily and quickly. A project built on business insights and real stories of the people around the brand will positively impact the quality of communication and meet the expectations of both you, the business owner, and your customers.\\xa0\\xa0\"}),/*#__PURE__*/e(\"h2\",{children:\"Project Presentation \u2013 What Should You Keep in Mind?\"}),/*#__PURE__*/e(\"p\",{children:\"The big day has finally arrived \u2013 the presentation of your company's new visual identity project. After the brief, analysis, and workshops, you must have been anxiously waiting for the results, with no idea what was happening behind the scenes at the design studio you entrusted with the task. So how should you prepare for this meeting? What should you focus on during the presentation?\\xa0\\xa0\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Recall the project goals and agreements. \"}),\"Remind yourself or write down the objectives agreed upon during the brief or workshops. What did you agree on with the studio/agency? Did you highlight any elements you wanted to avoid in the project or specific features that were important to you?\\xa0\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Check for uniqueness. \"}),\"Look at each component of the system, such as the logo, color scheme, or graphic motif. Do they stand out compared to competitors? Ensure that no unique motif or color has been duplicated, which could affect your brand's uniqueness.\\xa0\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Evaluate variety and adaptability.\"}),\" Look at the adaptability and diversity of the materials on which the image is presented. An effective visual identity works on all kinds of carriers and formats \u2013 from vertical, printed posters to horizontal social media covers. A well-thought-out presentation will showcase the new image in as many diverse formats as possible.\\xa0\\xa0\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Take your time. \"}),\"Remember that you don\u2019t have to approve everything immediately after the presentation. Take your time to review the entire presentation again and consult with your team. Think about who in your company is most trusted and best understands your customers. It could be your top salesperson, who has the most direct contact with the people your new identity is supposed to reach. A fresh perspective can be invaluable when making the final decision on project approval.\\xa0\\xa0\"]}),/*#__PURE__*/e(\"h2\",{children:\"Best Practices for Implementing a Visual Identity Project\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"To ensure the new identity looks great beyond the polished presentation mockups, consider the implementation and further development of your brand image.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:\"You\u2019ll receive a complete system that can be applied to various materials, both physical and digital. Make sure you have all the tools necessary for independent use of the identity, such as templates for social media posts or presentations.\\xa0\\xa0\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Essential files include:\"})}),/*#__PURE__*/t(\"ul\",{children:[/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Email footer\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Business cards\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Social media post templates (1:1 format)\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Presentation templates (Google Slides, PowerPoint)\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Letterhead\\xa0\\xa0\"})}),/*#__PURE__*/e(\"li\",{\"data-preset-tag\":\"p\",children:/*#__PURE__*/e(\"p\",{children:\"Roll-up banners\\xa0\\xa0\"})})]}),/*#__PURE__*/e(\"p\",{children:\"Make sure you receive all essential files, from logos to fonts, organized and available in various necessary formats. This ensures you can use them on multiple media \u2013 both digital and print.\\xa0\\xa0\"}),/*#__PURE__*/e(\"h2\",{children:\"Summary\"}),/*#__PURE__*/e(\"p\",{children:\"As you can see, building a unique and recognizable brand image is no easy task. It requires the right approach and effort from both sides. But with a structured process and a willingness to act, you can save time and money. Even as the world and trends evolve, your brand can remain recognizable and unique. If you're currently or about to begin creating a visual identity for your company, remember the tips and best practices mentioned here to ensure the process goes smoothly.\\xa0\"})]});export const richText1=/*#__PURE__*/t(a.Fragment,{children:[/*#__PURE__*/e(\"h2\",{children:\"The Origins of Branding\"}),/*#__PURE__*/e(\"p\",{children:\"\\\"You've made a name for yourself\\\" - surely, you've heard this phrase more than once. The concept of building a brand is not new at all. However, today, more than ever, it is gaining significance and value. This is because, for each of us, a brand is the simplest way to make a purchasing decision.\"}),/*#__PURE__*/e(\"p\",{children:\"You probably feel that the amount of information reaching us every day is enormous and continues to grow. According to Forbes, the average person is exposed to 5,000 marketing messages every day. This increases the complexity of decision-making, which is not helped by our constant lack of time. Additionally, Microsoft's research has shown that the average adult's attention span has decreased from 12 seconds in 2000 to just 8 seconds in recent years, highlighting the challenges in attracting and maintaining consumer attention. As a result, more and more decisions are made emotionally. And the key emotion in purchasing decisions is trust. No wonder, as it is the foundation of relationships and business.\"}),/*#__PURE__*/e(\"p\",{children:\"Imagine a simple, private situation. Work, meetings, emails. At the end of the day, you're tired, and you remember that you need to buy a gift for your mother. You decide on cosmetics, nothing unusual. It should go smoothly because you know what scents she likes. You go to the perfumery and stand in an aisle as long as the tension building in Tarantino films. What do you buy? A bottle from the brand you saw on TV, the internet, or heard about in a conversation. You know this brand, you trust it. You choose its product over something new and potentially attractive but unknown. Why? Because you trust this brand, you believe you know what to expect from it. Why risk it with a new, unknown brand?\"}),/*#__PURE__*/e(\"p\",{children:\"Due to such mechanisms, trust has become a central element of marketing. It is a currency of enormous value. You share it when you recommend someone, and you receive it when someone recommends you. It is also an investment because you build trust progressively, piece by piece, every day. And here is where brands come in. They gather trust, maintain it, and allow you to capitalize on that trust. All this is done by building awareness and increasing customer loyalty.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ARkVNeGzORGsNgjGDDW0BaEiM.png\",\"data-framer-height\":\"772\",\"data-framer-width\":\"1372\",height:\"386\",src:\"https://framerusercontent.com/images/ARkVNeGzORGsNgjGDDW0BaEiM.png\",srcSet:\"https://framerusercontent.com/images/ARkVNeGzORGsNgjGDDW0BaEiM.png?scale-down-to=512 512w,https://framerusercontent.com/images/ARkVNeGzORGsNgjGDDW0BaEiM.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ARkVNeGzORGsNgjGDDW0BaEiM.png 1372w\",style:{aspectRatio:\"1372 / 772\"},width:\"686\"}),/*#__PURE__*/e(\"h6\",{children:\"A strong brand leads to purchases even without knowing the product. That's how strong brands work\u2014people line up for them.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:'Conclusion: The need for trust is the key reason we create brands - \"We do branding.\"'})}),/*#__PURE__*/e(\"h2\",{children:\"What Branding Is Not\"}),/*#__PURE__*/e(\"p\",{children:\"During a meeting with the management team, you might hear:\"}),/*#__PURE__*/e(\"p\",{children:'\"To do good marketing, we need to have branding.\"'}),/*#__PURE__*/e(\"p\",{children:'\"Do we have a budget? Yes? Okay, let\\'s make a logo, a website, and some basic materials,\" someone from the management responds.'}),/*#__PURE__*/e(\"p\",{children:\"I bet you've heard something similar or even said something like this yourself. Don\u2019t worry, you're not alone. This happens because there is a lot of misinformation about branding that reaches us and, unfortunately, gets perpetuated by us. So, let's start with what branding is not.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Branding is not a logo\"}),' (often misnamed, as \"logo\" is short for \"logotype,\" but that\\'s a topic for another article). A logo is very useful, even necessary, but it is not the brand itself\u2014it is its symbol, a graphic shorthand.']}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Branding is not visual identity or brand identity.\"}),\" These elements are how your brand looks and communicates as a whole.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Branding is not a website or any of your materials.\"}),\" All these elements are touchpoints with the brand. Each one serves its specific communication role. They allow people to see and interact with your brand.\"]}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"Branding is also not your product or service\"}),\", although they are very important parts of the brand.\"]}),/*#__PURE__*/e(\"h2\",{children:\"What Is Branding for a Business Owner or Manager?\"}),/*#__PURE__*/e(\"p\",{children:\"From my experience, branding for C-level executives and business owners is often just a checklist of elements. It typically includes a logo, colors, photos, graphics, a website, and an email signature.\"}),/*#__PURE__*/e(\"p\",{children:\"If we were sitting next to each other right now, and you asked me for one thing to remember from our conversation, my choice would be simple.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"You need to know that as an owner or C-level manager, you are a key person for your company's branding.\"})}),/*#__PURE__*/e(\"p\",{children:\"Communication, sales, marketing, services, products, relationships, or organizational culture\u2014if you influence any of these areas and want your company to succeed, you need to act consciously and consistently in the brand area.\"}),/*#__PURE__*/e(\"p\",{children:\"The good news is that you don't have to do anything particularly new. You are already doing it. If you get to know branding a bit better, I guarantee you will achieve noticeably and measurably better results. Your business will become more recognizable and credible, leading to new inquiries and relationships, which in turn will impact your final results.\"}),/*#__PURE__*/e(\"h2\",{children:\"Is a Graphic Designer Enough for Branding?\"}),/*#__PURE__*/e(\"p\",{children:\"You already know that branding is more than a logo, color scheme, website, or graphic materials. These are designed for us by internal departments, agencies, or graphic designers.\"}),/*#__PURE__*/e(\"p\",{children:\"Why do I mention this? Because it\u2019s important to understand that not every designer you might work with on your materials knows what branding is. And that's perfectly normal. Not every graphic designer is a brand designer. A designer is an important person in the branding process, but not the only one. Branding is the result of a team effort and starts with a brand that you can thoughtfully conceive and design.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,ymC9dAdlIZlgHiSO0i40VeKdnOI.png\",\"data-framer-height\":\"1362\",\"data-framer-width\":\"2496\",height:\"681\",src:\"https://framerusercontent.com/images/ymC9dAdlIZlgHiSO0i40VeKdnOI.png\",srcSet:\"https://framerusercontent.com/images/ymC9dAdlIZlgHiSO0i40VeKdnOI.png?scale-down-to=512 512w,https://framerusercontent.com/images/ymC9dAdlIZlgHiSO0i40VeKdnOI.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/ymC9dAdlIZlgHiSO0i40VeKdnOI.png?scale-down-to=2048 2048w,https://framerusercontent.com/images/ymC9dAdlIZlgHiSO0i40VeKdnOI.png 2496w\",style:{aspectRatio:\"2496 / 1362\"},width:\"1248\"}),/*#__PURE__*/e(\"h6\",{children:\"As part of the Sharply brand project and implementation, we at Creanso designed the Brand Strategy, Visual Identity, and graphic materials. Sharply has written a beautiful story about the sale of the company, and CEO Daniel Mazurkiewicz openly says that the brand helped him in this process.\"}),/*#__PURE__*/e(\"p\",{children:\"It is important to approach your branding with more than just the graphic design. Whether it takes the form of a brand logo, color scheme, or other visual elements, comprehensive branding goes beyond mere visuals.\"}),/*#__PURE__*/e(\"h2\",{children:\"What is a Brand?\"}),/*#__PURE__*/e(\"p\",{children:\"Now we're getting to the core because branding is a process related to the brand. To talk about it, let's establish what a brand is.\"}),/*#__PURE__*/t(\"p\",{children:[/*#__PURE__*/e(\"strong\",{children:\"\u201CA brand is a result. It\u2019s persons\u2019 gut feeling of a product, service, or company.\u201D\"}),\" - Marty Neumeier\"]}),/*#__PURE__*/t(\"p\",{children:[\"You could say it's akin to a reputation. A brand is formed as a collection of experiences, resulting from your company's actions in all its areas\u2014from initial communication to products, services, and organizational culture. Each recipient builds the brand individually in their mind (and ideally in their heart). Therefore, it is crucial that all experiences related to it are positive, consistent with each other, and aligned with what matters to your company. \",/*#__PURE__*/e(\"strong\",{children:\"A brand is not what you say it is. It is what your audience says it is.\"})]}),/*#__PURE__*/t(\"p\",{children:[\"We already know that \",/*#__PURE__*/e(\"strong\",{children:\"most of us make choices based on the brand and the trust capitalized within it,\"}),\" whether consciously or unconsciously. This is why a brand is an investment. You can design it, develop it, and manage it. And if you start doing it consciously, you will have an advantage over a significant part of the competition.\"]}),/*#__PURE__*/e(\"p\",{children:\"Why do I say that a brand is an investment? Because it has intrinsic value. And it largely depends on you how much value you can build. How much do you think Nike would sell their business for if it were just products without the swoosh, warehouses, logistics, and processes? How would the valuation change if they also sold the rights to the brand?\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,gisGRwF1yDmPmLeSWeHKCP6GuU0.png\",\"data-framer-height\":\"618\",\"data-framer-width\":\"1144\",height:\"309\",src:\"https://framerusercontent.com/images/gisGRwF1yDmPmLeSWeHKCP6GuU0.png\",srcSet:\"https://framerusercontent.com/images/gisGRwF1yDmPmLeSWeHKCP6GuU0.png?scale-down-to=512 512w,https://framerusercontent.com/images/gisGRwF1yDmPmLeSWeHKCP6GuU0.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/gisGRwF1yDmPmLeSWeHKCP6GuU0.png 1144w\",style:{aspectRatio:\"1144 / 618\"},width:\"572\"}),/*#__PURE__*/e(\"h6\",{children:\"Did you know that in 2006, Coca-Cola was valued at $120 billion, of which $70 billion was the value of the brand alone? This means that the organization's structure and the recipe were worth only $50 billion.\"}),/*#__PURE__*/e(\"h2\",{children:\"What is Branding, Then?\"}),/*#__PURE__*/e(\"p\",{children:\"Think back to your last collaboration, a major purchase, or a complaint submission. Something that took a bit longer and required several interactions with a company. What experiences did you gather? What did you see and touch? At what moments? Do you have a sense of what to expect from that company in the future?\"}),/*#__PURE__*/e(\"p\",{children:\"The process you experienced was building the brand. It happens all the time, whether you want it to or not. Before the purchase decision, during the transaction, and after it. Every material, conversation, and product contributes to the impressions people associate with your company.\"}),/*#__PURE__*/e(\"p\",{children:/*#__PURE__*/e(\"strong\",{children:\"Branding is the process of building a brand.\"})}),/*#__PURE__*/e(\"p\",{children:\"It aims to build awareness, attract customers, and increase their loyalty. You can manage branding. However, for it to be effective, it requires discipline, planning, and conscious action. It starts with conscious leaders. The next step is a shared understanding of the basic assumptions and goals that the brand aims to achieve, including the necessity of building its value.\"}),/*#__PURE__*/e(\"img\",{alt:\"\",className:\"framer-image\",\"data-framer-asset\":\"data:framer/asset-reference,FfM4HMxFZZIdcB4zyiHR0LFh5Y.png\",\"data-framer-height\":\"670\",\"data-framer-width\":\"1229\",height:\"335\",src:\"https://framerusercontent.com/images/FfM4HMxFZZIdcB4zyiHR0LFh5Y.png\",srcSet:\"https://framerusercontent.com/images/FfM4HMxFZZIdcB4zyiHR0LFh5Y.png?scale-down-to=512 512w,https://framerusercontent.com/images/FfM4HMxFZZIdcB4zyiHR0LFh5Y.png?scale-down-to=1024 1024w,https://framerusercontent.com/images/FfM4HMxFZZIdcB4zyiHR0LFh5Y.png 1229w\",style:{aspectRatio:\"1229 / 670\"},width:\"614\"}),/*#__PURE__*/e(\"h6\",{children:'Every Spectrum Health employee, design consultant, agency, and supplier receives a copy of \"One System. One Focus. One Brand.\" This is their \"brand bible,\" which summarizes the organization\\'s vision, attributes, and branding components. \u2014 Bart Crosby, President Crosby Associates. 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