UNDERSTANDING LOGO, IDENTITY & BRAND…
A Company Logo is…
- The representation of a company in its simplest form
- The emblem, icon, mascot or primary graphic of the company
- The instantly recognizable graphical symbol of a company
- The graphics is typically a trademark of the company
A Company Identity is…
- The various physical elements of the company that consumers come in contact with
- Made up of the complete assortment of materials that are circulated to consumers; company logo, business cards, stationery, print collateral, email signatures, websites, advertisements, uniforms, location architecture, fleet-graphics, packaging, taglines, etc
- Often guided by a “Brand Style Guide” document
A Company Brand is…
- More of a vibe or concept than a physical object
- The underlying foundation/guidance of a company’s entire marketing direction
- An emotional and psychological experience between the company and consumers
- Includes a “brand strategy” or series of statements or guidelines that all marketing items follow