(reposted from my education blog)

London is perhaps the world’s leading centre for the graphic arts and this is driven by the advertising industry. At the top this industry is branding and the besting brands are artistic achievements built by teams whose virtuosity matches those of the cathedral builders of the Renaissance. Just as cathedral builders had to consider time, space and essence to deliver their message and relied on hundreds of craftsmen and artists so do big brands.

This article explains how the new HP brand was created and the best exposition of the discipline that I ever seen.
http://www.theverge.com/2016/4/20/11457746/hp-new-logo-spectre-13-moving-brands-interview