Is there a formula for perfect branding?

After Pentagram partner Paula Scher Tweeted her “formula” for branding last week, a series of design consultancies have responded with their own equations.

Last week Pentagram partner Paula Scher – speaking at the Brand New conference in New York – tweeted her “equation for branding”.

In response, we asked a series of consultancies to create their own formulas for the perfect brand. Some are serious, some are more light-hearted and some are tongue-in-cheek.

The original Pentagram tweet – showing Paula Scher’s “equation for branding”

A response on Twitter from The Beautiful Meme

We asked a series of consultancies for their own “equations”:

The Allotment:

The Allotment, equation for a brand identity

Carter Wong:




The Partners (an equation for an identity and an equation for a brand):


SomeOne (an equation for an identity and an equation for a design agency):


Do you have a formula for perfect branding? Let us know in the comments section below.

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  • Emily Penny October 8, 2015 at 10:16 am

    Who wants to reduce such a great discipline to maths? And why? What’s much more helpful is an engaging definition that inspires people. This is mine:
    Branding is… standing for something and bringing it to life through theatre, wit and detail.

  • C G October 8, 2015 at 12:06 pm

    Interesting to see some of the big hitters in design struggling to identify the difference between identity & brand.

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