Friday, 07 November 2014 07:12

Logo Design, Identity and Brand Development

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Logo design, identity development and branding all have different roles that together, form a perceived image for a business or product. Let’s begin by defining the three terms:


  • Logo – A logo identifies a business in its simplest form via the use of a mark or an icon
  • Identity – The visual aspects that forms part of the overall brand
  • Branding – The perceived emotional corporate image as a whole

What is a Logo?

A logo is the graphic symbol that represents a person, company or organization. Logos may also identify a product via the use of a mark, flag, symbol or signature. The logo does not sell the company directly nor rarely does it describe a business. Logos derive their meaning from the quality of the thing it symbolizes, not the other way around – logos are there to identity, not to explain. What a logo means is more important than what it looks like. Once a logo has been designed it gets applied to many different applications

What is identity Development?

In most cases, identity development 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 color 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 recognizable.

  • 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)
  • Anything visual that represents the business.

What is Branding?

A ‘brand’ is an organization, service or product with a ‘personality’ that is shaped by the perceptions of the audience. Designers don’t make brands; it is the audience that does this. A designer forms the foundation of the brand. A brand is a corporate image and involves more than the a few elements such as the colors, logo, fonts or the slogan.

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.

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

Read 5992 times Last modified on Thursday, 06 November 2014 13:56

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