Logo, Branding and Identity: Notes

November 25

Logo, Branding and Identity

Developing an understanding of branding framework

What is a Brand?

• Brand is the "perceived" emotional corporate image as a whole, it is the reputation both claimed and perceived 

What is Branding?

• An organizations brand or branding is essentially their public image.
• A designer can create the framework for a brand, colors, fonts, artwork, style... but the audience completes the brand through an emotional reaction with it.
• Branding example: Apple is an IT company that projects a humanists image, positive corporate ethics, and support of good causes.
• When people use the products they connect to the brand emotionally.

What is Identity?

• Corporate identity is comprised of the visual aspects that form the brand.
• Close attention is paid to executing a consistant experience for the viewer.

What is Identity Design?

• The corporate identity includes strict usage of colors, font families, graphic elements and other guidelines, usually detailed in a corporate identity guide.
• The identity can include the logo, logo variations, business cards, labels, envelopes, letterhead stationary, advertisements, tv commercials, packaging and etc...

What is a logo?

• A logo is for identification.
• A lgo is the simplest way a company or organizations can represent itself, through the use of a symbol or icon.

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.