"The incredibly important connection between a good idea, the technology and a consumer appears to be the image, form and the sense of how the world views our product or service. It is an integral factor in the construction of a modern and strong brand. Thus, design is an essential element in the construction of visual communication systems.

Brand design in the modern sense of the term is the subordination of visual communication to a general system, which is an effective instrument for the solving of business related tasks. Therefore design (or brand design) is an extremely important tool for the transferring of ideas and technology into a ready solution and a ready product."