Any company or organization requires a thorough brand identity system that provides a unified vision and tools that guide everyone when building their brand.

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.

Identity –

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.

Logo –

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