Branding, Identity & Logo Design Explained

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Branding: 
''to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.''


Identity:
''identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour 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 recognisable.

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.''
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• Logo:
• ''A logo is for… identification.
• A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.''
  
  
  Summary:
  

  Brand –The perceived emotional corporate image as a whole.
  Identity – The visual aspects that form part of the overall brand.
  Logo – Identifies a business in its simplest form via the use of a mark or icon.