It can be difficult to distinguish between the terms logo, identity, and brand. Let's figure out their differences.
What is a logo? – Logos are symbols, images, or words that identify a specific business or company in its simplest form.
Symbol
Sign
Image
Word
Icon
What is identity? – An identity is the collection of tangible brand elements that together create one brand message and image (such as brand name, brand message, brand domain, and set of visual elements that form part of the overall brand identity).
· Brand Name
Read more...· Messaging/Claim/Tagline
· Domain Name/URL's
Read more...· Visual Brand Identity:
Logo Design System
Typeface/Typography/Font
Color Palette/Corporate Colors
Style/Pattern/Shape
Layout/Composition/Imagery
Graphics/Illustrations/Icons
Stationery Set (Business Card, Letterhead, Envelope, and etc)
Giveaway
Exhibition & Interior
Website
SMB
Email signatures, etc.
What is a brand? – A brand is how people perceive your company
Voice and tone
Values
Emotions
Stories
Identity
Positioning
Promise
Relationships
Expectations
Memories
Behaviours, etc.
Designers put a lot of focus on making the visual identity of a brand distinctive and memorable.
It is therefore not uncommon for the visual representation of a brand to be the first thing that we associate with it. But branding encompasses more than the visual elements of the brand, and the visual elements are probably not the ones you should think about first when building a brand.
Every brand has both tangible and intangible elements.
Intangible/Brand Strategy:
Mission, vision, values, customer experience, communication, etc.
Tangible/Brand Identity:
Logo, colors, typography, imagery, etc.
Together the tangible and intangible elements should create a cohesive brand image that the customer can perceive. The brand image signals the values of the brand and helps the customer decide whether or not to purchase. We call that 360 branding.
Read more...