When it comes to graphic design, some language is a little confusing. This happens in nearly every industry where you have to come up with terms, phrases, and instructions to describe things and actions. You will never hear a graphic designer say, “Pass the scalpel,” but you may hear one say, “Pass the Exacto…carefully.”
Different tools. Different terms.
Both are used to cut.
We’ve had several questions lately about logos, identity, and branding. We thought we’d give you a quick run down.
A logo is strictly a symbol, mark, or signature that identifies a company. It doesn’t sell or describe, but it does identify. Just like your name identifies you, but doesn’t say anything about your beliefs, philosophy or mission in life. You will begin to build recognition with your logo depending on your reputation and actions. A logo should be as unique as possible and establish your colors, fonts, and symbols.
A brand is your company’s perceived image. What you do. What your employees do. How you interact with clients. What you stand for. All these things you do, own, or produce should project your goals of your business. A logo can reflect a brand, but a brand should not reflect a logo.
An Identity is separate from the brand and focuses on the company’s image. Guidelines are setup for how you will visually represent your company. This is an extension of what is developed in a logo. Colors, fonts, layouts, measurements, and photographic elements, all have guidelines for being marketed in magazines, tv, web, etc. This helps your BRAND become consistent and cohesive.
Let us, at Blue Zoo Creative, know how we can help you in these areas.