Design Thinking and Creative Strategies

Consort Creative Design Tips

Do you need a Logo or a Brand?

Consort Creative
March 27, 2017

There is difference between a logo and a brand. If we want to break it down further there is actually a difference between a brand, a logo and an identity. If you are unsure of which one you need for your small business read on!

What is a LOGO?

A logo represents a business in the most simplest way. It doesn’t represent the company, or any organization as a whole, just a business or a project. In other word it’s like a persons name. It doesn’t tell anything about the person. It is just a label. It’s good to have a logo to be recognizable and capture the attention of your target market as it is a key part of an identity. Color, form and shape are what a logo is associated with and a logo will become a part of a brand.

What is a Brand?

A brand evokes emotion as it represents your company as a whole. For example Apple is a brand and that particular brand represents the company’s values and the company’s image as a whole. A brand is used as a communication tool. Everything your company does or sells is related to it’s brand. It’s associated with emotion, memories and behavior.

What is an Identity?

An identity is composed of all the visuals that make the overall brand. It makes the company recognizable. We create style guides to accomplish this recognizability. Whether it’s print or online media, there are fonts, color choices, spacing and positioning that make the company instantly recognizable by viewers. Identities include:

• Anything visual
• A Logo (Represents of the entire identity & brand)
• Stationery (Letterhead, business cards, envelopes, etc.)
• Media Collateral (Flyers, brochures, books, websites, etc)
• Products & Packaging
• Clothing Design (worn by employees)
• Signs
• Communication (via commercials, ads, etc)
• Other Communication (Audio, smell, feel, etc.)

Which one does your business need?

Contact us today to discuss your options and put together a package for your new business or re-design.

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