Brand Identity vs. Identity Brand. This semester’s instructions: 1. Start to create a graphic sign. 2. Make sure your sign has no specific meaning. 3. Construct variations and visual families. 4. Develop a name (or multiple names) to go with your visual. 5. Verify that your wording has no specific meaning. 6. Combine the character and the word, demonstrating your highest design skills. 7. Construct variations and visual families. 8. Open eBay or a similar site offering a variety of products or service categories. 9. Select a random category. 10. Merge your brand mark with a product or service from this section. 11. Compare it to other brand marks of products or services within this category. Epilogue: Create a mascot to support your visuals, while adopting a whole new conceptual approach.