Tuesday, January 24, 2012
Brand is – The perceived emotional corporate image as a whole.
You could describe a ‘brand’ as an organization, service or product with a ‘personality’ that is shaped by the perceptions of the audience
A designer cannot “make” a brand – only the audience can do this.
Identity is – The visual aspects that form part of the overall brand.
In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines.
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)
Other Communication (Audio, smell, touch, etc.)
Anything visual that represents the business.
A logo it – A logo identifies a business in its simplest form via the use of a mark or icon.
A logo is for… identification.