2 A brand is not just a logo and marketing. It’s a philosophy — the expression of who we are and what makes us us . Our brand guides the perception of Arnold Ventures. It’s the why and who behind everything we do. It’s everything people experience when they work with us and everything they think when they see our name. This book will explain how we communicate what we stand for, what we believe, and what we hope to achieve with the work we do. Introduction