You often hear these three things mentioned interchangeably (I like to say I design Brand ID for example when formulating and creating concept logo design eg. – bad habit 😉 ) but, Learn the difference between branding, identity and logo design, explained in simple terms.
Each one of these have their distinct role and together, form a perceived image for your business or product.
You could describe a BRAND as an organisation, product or service with a personality that is shaped by the perceptions of the audience.
Jeff Bezos, owner of Amazon and subsequently the world’s richest man, said it best:
“A brand is literally what people say about your business when you’re not in the room”.
Basically everything they think and feel, which is why branding is so important.
The IDENTITY or image of a company is made up of many visual devices like:
• A Logo (The symbol of the entire identity & brand)
• Stationery (Letterhead + business card + envelopes, etc.)
• Marketing Collateral (Flyers, brochures, books, websites, etc.)
• Products & Packaging
• Other Communication (Audio, smell, touch, etc.)
• Anything visual that represents the business.
All of these represent a brand’s identity and should support the brand as a whole.
A LOGO should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.
In the next installment, we will go over what makes a good logo.