Branding is how a company produces their corporate image. When a company sticks to the same consistent aesthetic choices, they are creating a brand through their color schemes, their typography and their logo, among other aspects. Branding is how a company markets their more abstract elements like their values (and environmental feel, in the case of a restaurant).

I selected the Pazo ad as a good example of Branding because I wanted to show a restaurant to provide a better comparison with The Tap, and I found this Pazo ad to be very visually striking and appealing. Each element communicates the feel of this brand very effectively. The font for PAZO is sleek, but different, while their body copy is very sophisticated, using a sans serif font and high kerning. Then, this beautiful plate on the left is showing us a dish that they serve, providing us a very clear look at what their actual food is like, as well as an alternatively sophisticated presentation with the crescent-shaped plate.