So, if you are in the market for a logo, then you have probably heard the terms “identity” and “brand” in addition to “logo” somewhere in your research. You may be wondering what the difference is. Different firms may define these terms slightly differently, but this is how i see them.

Logo. Logo is simply a non-marketing agency term that everyone is familiar with. This is a mark or symbol of an organization. 

Identity. Identity goes a little farther than just a logo, although a logo is typically involved in this process. When creating an identity for an organization, everything from the name to the final application must be considered. Therefore the target audience as well as marketing goals are factored into the identity so that it is as effective as possible.

Brand. The brand is the perceived image of an organization. This essentially means that the identity is carried out within all marketing initiatives so there is consistency of the brand. Branding packages often include the business basics, such as business cards, letterhead, envelopes,…etc, but the brand does not stop there. It should be continued to all ads, web, print and any other media so that it is consistent. Consistency of brand creates recognition and positive recognition leads to strategic (long-term) sales.

TIP: Now that terms have been defined, what does it mean for an organization that needs a logo? Well, a logo should never be just a logo. All elements of your organization need to be factored into the design and direction of the logo so that it is a solid identity that can be carried out through a brand that has positive brand recognition. Do not just go with a logo because you like the way that it looks, choose a direction based on the larger picture of why it was designed the way it was (audience as well as organizational identity in mind) and how it can be applied to all marketing initiatives in an effective manner.

jeremy

This entry was posted on Tuesday, December 16th, 2008 at 3:00 pm and is filed under Uncategorized, brand, logo, tip. You can leave a response, or trackback from your own site.