With so many marketing and branding experts, it is widely known that a logo is not your brand. But, what is it then?
Logo design, identity design, and branding have different roles that form a perceived image for a business or product. Branding is the perceived emotional corporate image as a whole, identity is the visual aspects that are part of the overall brand, and a logo identifies a company in its simplest form through the use of a mark or icon.
Branding
Many possible clients will think a brand consists of only a few elements: a color palette, typography, a logo, two or three taglines, and maybe some audiovisual elements. In reality, it is much more complicated than that.
The core concept behind a corporate image is that everything a company does, everything it owns and produces, should reflect the values and objectives of the business. Branding is the avatar and symbol of the company as a whole.
Identity
Identity design establishes the visual devices used within a company, generally assembled within a set of guidelines. These guidelines that make up an identity generally manage how the identity is applied across various forms of media, utilizing approved color palettes, fonts, layouts, measurements, etc. These guidelines ensure that the company's identity remains consistent, which in turn allows the brand to be recognizable.
Logo
A logo identifies a company or product through the use of a mark, flag, symbol, or signature. A logo does not directly sell the company nor does it rarely describe a business. Logos are there to identify, not to explain. In short, what a logo means is more important than what it looks like.
It should be kept in mind that only after a logo becomes familiar does it work the way it is intended to work; in the same way, we must learn people's names to identify them. The logo identifies a company or product in its simplest form.
At Creme, our Creators treat the corporate image and the creation of effective communication channels with customers as a priority.