This brand identity aims to make CC more accessible and useful to their users, turning the idea of brand identity into a user experience while adding functionality. CC's identity is more than just a logo, colours and typography. Now it directly interacts with the work of the creative users. This enables a more immersive brand experience bringing the identity to life! UCLA students did a psychological experiment, proving that we don't remember visual details of logos which we see every day (Apple). This is due to overload of visual input we experience daily and our brains are programmed to forget those details.