Brands are everywhere. For most people, it is a familiar part of our daily lives. There are several million brands out there but only a few have set themselves apart from the others. These brands are considered iconic. Iconic brands are more than just a company that provides a product or service — they share its consumers values and aspirations and create an unforgettable experience to those who come in contact with the brand. All iconic brands start with a great logo that embodies the brand’s personality by following the fundamental elements of design. The phrase “don’t judge a book by its cover” does not apply to branding because brands with powerful visual cues stand out from the others.