Branding is one of the most profitable services in visual communication. With entrepreneurism increasingly tending toward attention economies, design becomes key in strengthening figurative value. Visual identities for new brands are often manipulations of how the entity would like to be perceived by its presumed market. Identity design for the startup is not a practice of representation as much as it is speculation—it is about codifying subjective predictions and aspirations, in graphic form. 

It remains that way until the feedback loop is closed.