Skip to content
Home » Explaining the Brand, Identity and Logo Design

Explaining the Brand, Identity and Logo Design

Explaining the Brand, Identity and Logo Design

Explaining the brand, identity and logo design. The logo is not your brand, nor is it your identity. Logo design, identity design, and branding all have different roles that together form the perceived image for a business or product.

There have been recent discussions on the web about this, that your logo is not your brand. While this may be true, I haven’t seen any clear explanation of the difference between “brand”, “identity” and “symbol”. I want to fix this.

  • What is the brand? – The emotional image is felt by the entire company.
  • What is identity? The visual aspects are part of the overall brand.
  • What is logo? A logo identifies a business in its simplest form through the use of a trademark or symbol.

To explain this in more detail, let’s start at the top – brands.

What is the brand?

Branding is certainly not an easy subject to understand – entire publications and hundreds of books have been written on the subject, but in short, you could describe a “brand” as an organization, service or product with a defined “personality”. by public perception. On that note, it should also be made clear that a designer cannot “create” a brand – only the public can. A designer is the basis of the brand.

Many people believe that a brand consists of only a few elements – colors, fonts, logos, slogans and maybe some music. In reality, it’s much more complicated than that. You could say that a brand is a “corporate image”.

Corporate image

The basic idea and basic concept behind the “corporate image” is that everything the company does, everything it owns, and everything it produces should reflect the values ​​and goals of the entire company. company. It is this coherence of this central idea that shapes the company, drives it, shows what it stands for, what it believes in, and why it exists. It’s not just about colors, fonts, logos and taglines.

For example, look at the famous computer company Apple. Apple as a company projects a strong humane and ethical corporate culture, characterized by volunteering, supporting good causes, and community involvement. copper.

These company values ​​are evident in everything they do, from their innovative products and advertising to their customer service. Apple is an emotionally human brand that truly connects with people – when people buy or use their products or services; they feel part of the brand, like a tribe. It’s this emotional connection that makes up their brand – not just the product and the bite-sized logo.

For a deeper understanding of branding, to put it simply, I recommend Wally Olin:
The Brand Handbook that I quote is “an essential and easy reference guide to great branding.”

What is Identity Design?

An important role in a company’s “brand” or “corporate image” is its identity. In most cases, the identity design is based on visual devices used within the company, often assembled into a set of instructions. The principles that make up this identity typically govern how the identity is applied across a variety of media, using color schemes, fonts, layouts, metrics, and more. approved. These guidelines ensure that the corporate identity is consistent, allowing the entire brand to be recognized. 

A company’s identity or ‘image’ is made up of many visual devices:

  • A logo (symbol of the entire identity and brand)
  • Stationery (Stationery + business cards + envelopes, etc.)
  • Marketing support (brochures, brochures, books, websites, etc.)
  • Products and packaging (Product sold and associated packaging)
  • Clothing design (tangible clothing worn by employees)
  • Signboard (interior and exterior design)
  • Messages & Actions (Messages are conveyed through indirect or direct means of communication)
  • Other communication (sound, smell, touch, etc.)
  • Any visual element that represents the company.
  • All of these elements create an identity and will support the entire brand. However, the logo is the identity of the business and the brand, all rolled into an identity mark. This brand is the avatar and symbol of the entire company.

What is logo?

To understand what a logo is, you must first understand what it is for.

Logos are for… identification.

A logo identifies a company or product through the use of a trademark, flag, symbol, or signature. A logo does not directly sell the business and rarely depicts a business. Logos derive their meaning from the quality of what they symbolize, not vice versa – logos are there to define, not to explain. In short, the meaning of a logo is more important than its appearance.

To illustrate this concept, consider a logo as a person. We prefer to be called by our first names – James, Dorothy, John – rather than confusing and forgettable descriptions of ourselves as “the guy who always wears pink and has blond hair.” Likewise, a logo should not literally describe what the company does, but should identify the company in a way that is recognizable and easy to remember.

It is also important to note that it is only after the logo has become familiar that it functions as it is meant to, so we have to learn people’s names to identify them. A logo identifies a company or product in its simplest form 카지노사이트