Branding, Identity, and Logos Oh MY!

BRANDING Many people believe a brand only consists of a few elements – some colors, some fonts, a logo, a slogan and maybe some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image’. The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

IDENTITY The identity or ‘image’ of a company is made up of many visual devices:

• A Logo (The symbol of the entire identity & brand)

• Stationery (Letterhead + business card + envelopes, etc.)

• Marketing Collateral (Flyers, brochures, books, websites, etc.)

• Products & Packaging (Products sold and the packaging in which they come in)

• Apparel Design (Tangible clothing items that are worn by employees)

• Signage (Interior & exterior design)

• Messages & Actions (Messages conveyed via indirect or direct modes of communication)

• Other Communication (Audio, smell, touch, etc.)

• Anything visual that represents the business.

LOGO The logo design you choose to go with should be a good stand in for your entire brand identity. A logo will come to mean so much more than what it looks like. Things like brand tone of voice, and your company's competitive advantages will be what people think of when they see your logo. 

Clear as mud? Check out the graphic below, its a good visual!