Logos, Identity & Branding

Understanding Logos, Corporate Identity & Branding

Logo — a mark or symbol that identifies a company or organization in it’s simplest form.

Corporate Identity — the consistent and thoughtful development and application of a system of graphic, font and image styles, colors and treatments, as well as your writing tone and company message, across a wide variety of print, digital and online communications. It’s the “face” your business puts out to the world.

Brand — the perceived personality of your business. It is what people feel when they think of you. For example, when we think of Volvo, we think “safety.” According to author and marketer Mark Gobe, “Apple is all about imagination, design and innovation” with a culture that is all about people. A brand is developed over time by the behaviors and messages of a business. It incorporates everything a company does, including the way it treats it’s employees. Branding is the establishment of deep, lasting bonds with customers, which ultimately creates loyalty, which builds the brand.