Branding, Identity & Logo Design Explained

 

Brand Identity Logo Design Explained

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.

There has been some recent discussion on the web about this topic, about your logo not being your brand. Although this may be true, I haven’t seen any clarification of the differences between ‘brand’, ‘identity’ and ‘logo’. I wish to rectify this.

What is brand? – The perceived emotional corporate image as a whole.
What is identity? – The visual aspects that form part of the overall brand.
What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.

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

What is branding?

Apple - Photo by ronaldo f cabuhat

Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, 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.

Many people believe a brand only consists of a few elements – some colours, 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.

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 purely some colours, some typefaces, a logo and a slogan.

As an example, let’s look at the well known IT company, Apple. Apple as a company, projects a humanistic corporate culture and a strong corporate ethic, one which is characterised by volunteerism, support of good causes & involvement in the community. These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service. Apple is an emotionally humanist brand that really connects with people – when people buy or use their products or services; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand – not purely their products and a bite sized logo.

For a more thorough understanding of branding, in simple terms, I recommend Wally Olin’s: The Brand Handbook which I quote is “an essential, easy-reference guide to brilliant branding”.

What is identity design?

Coca Cola - Photo by taylorkoa22

One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.

In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.

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.

All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.

What is a logo?

IBM - Photo by Boomberg News

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

A logo is for… identification.

A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.

To illustrate this concept, think of logos like people. We prefer to be called by our names – James, Dorothy, John – rather than by the confusing and forgettable description of ourselves such as “the guy who always wears pink and has blonde hair”. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.

It is also important to note that only after a logo becomes familiar, does it function the way it is intended to do much alike how we much must learn people’s names to identify them.

The logo identifies a business or product in its simplest form.

Summary:

Brand –The perceived emotional corporate image as a whole.
Identity The visual aspects that form part of the overall brand.
Logo Identifies a business in its simplest form via the use of a mark or icon.

** in the website of

Just CREATIVE (Archived under Branding, Logo Design along with 169 JUST™ Creative Comments)

Photos by Taylorkoa22, Ronaldo F Cabuhat, Bloomberg News

What are the advantage and disadvantage of food courts?

food court can only be two types of food courts:1. lots of sits but less options of food for customers

2. not enough sits for customers but more options of food

it is the problem to find out why can not with lots of sit with optional food for customers

it is the website to show out what is the advantage and disadvantage in small and big food court

**Advantages and Disadvantages of small food courts:

– Small food courts does not have space for the customers to sit but has various different choices of food. It depends on where the small food court is located, if it is located in a rich or a developed area then the rich people would not care about varieties because they need comfortable space to sit.

– So, the rich people might not come. But if its located in a poor or an undeveloped place then, people will not care about space and would come and try and eat various kinds as well as choices of food.

Advantages and Disadvantages of huge, big and spacious food courts:

– Big food courts are spacious and the customers can sit comfortably but it doesn’t have many choices of food. The choices of food is limited. So, again it depends on where the big food court is located.

– If it’s located in a rich and in a developed area then the people might come again and again to the food court because as I said they would not care about varieties, they would only care about space to sit comfortably. So, if the big food court is located there then, the big food court might go in profit.

– But, if the big spacious food court is located in a poor or in a undeveloped place where people actually don’t care about space but they want varieties of food, then they might not come to the big food courts. So, the big food court might go in loss or may go in profit.

small food court in japan                                                                                                                   big food court in macao

The Venetian Macao Food Court

The Venetian Macao Food Court (Photo credit: Wikipedia)

Food court in Japan

Food court in Japan (Photo credit: Wikipedia)