Sunday, 10 March 2013

Branding, Brand Design, Logo Design and Corporate Identity Design

"We need a new brand design..."
"We're a start-up company so need a logo design..."
"Our logo isn't a brand. Or is it?..."
"Corporate Identity - what's that?..."

There seems to be some confusion and misunderstanding when it comes to branding, brand design, logo design and corporate identity these days. The term 'brand' has become more mainstream but in many cases it is used in the wrong context. Somewhere along the way these terms have become mixed making it harder for clients to understand which they really need for their business.

In a nutshell here are the differences:

A brand (or brand identity) is the name, term, design, symbol, or any other feature that identifies a product or service from other sellers or competitors.

In summary: The perceived emotional corporate image as a whole.
View an example of our brand design here.

logo is a graphic mark or emblem commonly used by commercial enterprises, businesses and even individuals to aid and promote instant public recognition. Logos are either purely graphic (symbols/icons) or are composed of the name of the enterprise (a logotype).

In summary: The visual aspects that forms part of the overall brand identity.
View an example of our logo design here.

A corporate identity is how the overall image of a corporation or business is seen by customers, stakeholders and employees. Generally a communications team will build and maintain the identity with their design agency based on targeted business objectives. An effective corporate identity helps businesses to answer questions like “who are we?” and “where are we going?”. It can be communicated as a corporate title, logo (logotype and/or logogram).

In summary: Identifies the business in its simplest form by use of an icon or mark.
View an example of our corporate identity design here.

If you are a startup business looking for logo that sets you apart from the competition, perhaps an established company looking to launch a new service or product and require a brand identity that really sells or a business that needs help in effectively repositioning your offering then speak with us at Laban Brown Design.