A company’s brand is its identity. This research examines the creation of an effective brand, focusing on logo color, logo shape, tagline and slogan. The research is applied in two case studies: a large, well-established corporation (General Electric) and a start up company (Forsake). Color, shape, and tagline are analyzed to explain the brand changes made over the last century for General Electric, and the early decisions made by Forsake. Based upon the lessons learned from General Electric and Forsake, I pursue a mock consulting project with two Union College seniors on their brand package for a car customization product and a brand redesign for Owlchemy Labs, a small virtual reality software company.