Each day when we get up we come across dozens or even hundreds of products, services or brands which compete against each other for our attention. When we just open our eyes we are bombarded with company logotypes, colourful and beautiful packages or sophisticated shapes. Very often we even don’t realize how many commercial stimuli come act on us. Think – how many logotypes can you notice just after getting up? A logo on a toothpaste, toothbrush, shower gel, shampoo, hair dryer, t-shirt...and this is only the beginning!