Brand, Corporate Identity and logo. Their differences are

Your logo is neither your brand nor your corporate style. Logo design, brand and corporate identity (recognition) have a different meaning, but together they create an overall image of the company and product.

In the virtual space has been discussing the fact that the logo is not a brand. Maybe that was said is true, but in these discussions, I did not see the difference between "brand", "corporate identity" and "logo". So I would like to clarify this issue.

What is brand? - It's perceived emotional corporate image as a whole.

What is branding? - This is a visual aspect, which forms part of the overall brand.

What is a logo? - This is a simple recognition of the company through the use of the mark or image.

To explain more in detail, let's look at everything in order.

What is brand?

Topic brand - is a complex topic. She devoted a lot of publications and hundreds of books, though, if you summarize all that is written, it is possible to describe the "brand" as an organization, service or product that is perceived by the audience because of its individuality. It should be noted that the brand creates not a designer, and consumers themselves. Designer forms the basis of the brand.

Many people believe that the brand is just a few of the elements - multiple colors, multiple fonts, the logo of the slogan, and perhaps even go there, you can add musical accompaniment. In fact, everything is much more complicated than it might seem at first glance. We can say that brand - is a corporate image.

The key idea and the basic concept of creating a corporate image of all that the company does everything she owns, and all that it produces should reflect the values ​​and goals of the company as a whole.

Consistent adherence to this key idea of ​​creating a company develops it, pointing to the principles and ideals of the company discloses its essence. This is not just a few colors, multiple fonts, logo and slogan.

Let's look at an example of a well-known in the field of information technology to Apple. Apple - a company with a culture of production-oriented people, and strong corporate ethics. The company is characterized by a volunteer, support good initiatives and involvement in social life. These values ​​are manifested in all of its activities, ranging from new products and advertising and finishing services that it provides to consumers. Apple - it is emotionally humanistic brand, which is really aimed at people when people buy products or use the services of this company, they feel a part of this brand, one might even say - part of the same tribe. This creates an emotional connection a brand that is not just a product and logo.

What is branding?

Major role in creating brand and corporate image of the company has a corporate style.

In most cases, the creation of corporate identity based on visual techniques used by the company, connected to the frame of reference. These guidelines, which make up the corporate identity, direct its use in various media, choosing the appropriate colors, fonts, layout, size, etc. These guidelines ensure the integrity of the company, which in turn leads to the recognition of the brand in general.

Corporate identity and corporate image is created using a set of visual techniques:

• Logo (a symbol of corporate identity and brand in full)
• The Office (branded bank cards + envelopes +, etc.)
• Promotional materials (flyers, brochures, books, websites, etc.)
• Products and packaging (products sold, and packaging in which it is offered)
• Ornamental design (clothing worn by staff)
• Signage (internal and external design)
• Messages and actions (direct and indirect means of communication)
• Other types of communication media (sound, smell, touch, etc.)
• All visual that reveals the essence of the company.

All this amounts to corporate identity and should represent the brand in general. At the same time, the logo - a corporate identity and brand, packed together in a distinctive sign. This sign is a symbol of the person and the whole company.

What is a logo?

In order to understand what a logo is to start to understand what it is.

Logo needed for ... recognition.

Logo identifies a company or product by the sign, flag, symbol or sign. Logo is not a direct selling sign and almost never describes the activities of the company. Logo does not indicate anything else, as the quality of the things he stands for.

Logos - a recognition by the signs, rather than an explanation of the sign. In short, it means that the logo - a much more important than how it looks.

To understand this idea, imagine that the logos are similar to humans. We prefer to call us by our names - James, Dorothy and John, instead of using confusing and forgettable descriptions such as "blonde, who always dressed in something pink." Similarly, the logo should not just describe the activity of the company, and should serve to ensure that the company has been recognized and enduring.

It is also important to note that only after becoming familiar logo, he begins to perform the function for which intended, like the people with whom, as more and more singles start to associate their names.

Logo is used for simple recognition of a company or product.

Once again, we note:

Brand - it is the perceived emotional corporate image as a whole.

Corporate identity - a visual aspect, which forms part of the overall brand.

Logo - a simple recognition of the company through the use of the mark or image.

And as you know the brand, corporate identity and logo? Your opinions in the comments, as always, welcome.

Original article: Jacob Cass