Graphic design is the process of visual communication and problem-solving through the use of typography, photography and illustration. A brand's visual identity is a way of depicting the ethos, vision and mission it carries, one just cannot afford to miss the same.Your identity needs to be direct, self explanatory yet eye catchy.
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The centerpiece, the showstopper, Logo is the key and the core of any brand identity development. If your logo lacks the "X factor" then other efforts account for nothing. A logo by all means should be simple, resembling, eye catchy and yet subtle at all times. Designing a logo is way harder than it looks, lot of background industry study and company detailing goes into it.
Logo being the centerpiece needs to be accompanied by the rest of the fold, the graphics. Graphic designing is make or break of any brand, if done well enhances every piece of work upto 10X if done bad nothing no matter how well designed can save it from going sour. So it need to be more refined.