LOGO DESIGN AND BRAND IDENTITYdeana
Any company or organization requires a thorough brand identity system that provides a unified vision and tools that guide everyone when building their brand.
A Brand (or Branding) refers to the perceived image and emotional response to a company, its products and services. It also represents the conversation that customers are having with each other about the company, and how that spreads.
An Identity describes the visual accessories used to represent the company. Identity systems are a visual components package that is paired with style guidelines and used as a framework to ensure the corporate image is cohesive and consistent. Some of the visual devices that leverage the brand elements and style guidelines are as follows: stationery, marketing collateral, digital projects, packaging, and signage among others.
Logos are used to identify. They are one aspect of a company’s commercial brand or economic entity.
“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.” – Seth Godin