Choosing a brand is not like picking a color you like, it is not a matter of preference. It’s a question of effectiveness. There are lots of components in the process of creating a brand of the genre, especially considering the formal aspects, the way in which something appears to us, it tickles the mind, and you remember forever, it makes us feel good. This is the hardest thing, the aesthetic-artistic component, which somehow goes straight to the heart. — Milton Glaser