There is still a lot of confusion when it comes to the terms logo, identity and branding. As we’ve discovered recently, we as designers, or people in marketing may have a grasp on the differences, but it is important that it is communicated properly with your client, as they might not know the differences.
As much as we may try and differentiate between these three, the truth is, they do overlap. All three of these elements intertwine, and each plays a specific role in your company’s development. So, where do we begin?
A logo is
the representation of the organization in its simplest form
the emblem or mascot of the organization
the foremost element that triggers the feelings of consumers
critical for an organization to be recognizable
An identity is
the different physical elements of the company that work together and customers come in contact with
the complete package of company materials: your logo, business cards, email signatures, websites, ads, your employee uniforms, store layout design, package design, corporate jingle, etc.
A brand is
a concept, not a concrete object
the foundation of your entire marketing framework
the emotional and psychological relationship between a company and consumers
what people think and feel when they experience your company (their gut feeling)
Envisioning the brand you want to create comes way before designing your logo and corporate identity.
Here’s a really cool and helpful infographic on How To Develop Your Brand in 10 Easy Steps. Following the steps in this infographic will really help you set a clear and concise representation of your brand to communicate to your designer or developer.
Excerpts taken from Differences between a Logo, an Identity and a Brand