Here is a much needed clarification of the differences between ‘brand’, ‘identity’ and ‘logo’. Brand is the perceived emotional corporate image as a whole.Identity is the visual aspects that form part of the overall brand.A logo identifies a business in its simplest form via the use of a mark or icon. A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.
A ‘brand’ is an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. It should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand, 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.
It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in and why they exist. It is not just colours, typefaces, a logo and a slogan. It is designed to present the strongest, best face of a company to its consumers. Corporate identity differentiates itself from branding by referring less to the identity of a product or service and more to the identity of the organization behind the product or service. We start the company off with a strong logo and implementing their new brand across all literature. Once we have created the identity we brand this onto stationery, then across all literature and websites.
Corporate identity is the character that is designed for a company to reach the working goals. Branding is one of the most important steps. Corporate identity enables a company to be in harmony from its logo to its package, from its decoration to its print format and it enables the company to reflect its identity in particular standards. From a designer’s viewpoint “corporate identity” is all the ways people identify the company visually, how it looks to the world. We can develop an “identity program” for an entire company, a particular product line, or even a single advertising campaign. All of these are “corporate identity.” Understanding our client’s needs is the first step to creating a great brand identity. By limiting colour palettes, details and typography, a simple identity can become timeless. The simplest sort of identity program would be a logo, signage and stationery designs. At a minimum this includes an exact color palette, typefaces for correspondence and advertising, paper type and color.
We will endeavor to identify what’s special about the company, product or service, or marketing campaign. Once we get this right we’re halfway there. We will understand the personality of the intended brand – its history, function and the ethos behind it all. Extract every nuance of who the client is and what the company’s about, including the intended target market, how it wishes to be perceived, and formats and outlets for where it wishes to promote itself.
We offer all the graphic design services you need to kick start your business.