Logo, Identity and Branding Design Explained

Many people assume logos, identities and brands are one in the same; this is not the case. They all differentiate from one another and are vital in different roles. 

• Logo Design – The graphic identifier of the business; recognition
• Identity – The visual features involved in the overall brand
• Brand – The perceived expressive corporate imaging as a whole entity

Logo Design

A logo is best understood based on the purpose for what it is designed for. Briefly, a logo is designed for “identification.” Whether it be a symbol, writing, mark or signature, a logo is the chief identifier of a product or business; however, it does not describe the business. 

It is merely an image of what the business or product symbolizes. Its use is to identify, not describe. Its intentions are to elicit a familiar response. For example, if a domesticated animal has a name, the name is identifying it; it is not describing what type of animal it is.

Business Identity

An identity is founded upon the visual devices of a product or business; it is regarded as the “image” of the product or business. There are a set of guidelines that dictate how the identity is received through the medium outlets and potential consumers. This includes layouts, color choices, graphic designs and fonts, etc.

Here is a sample guideline for identity:

• Product packaging design
• Stationery
• Logo Design
• Signage
• Marketing materials
• Employee apparel design
• Anything relating to the business or product

Branding

The branding design is the most important concept of a product or business. To clear any confusion, the designer is not responsible for establishing the brand; the target market and audience are responsible. The designer is responsible for creating and laying out the basic design foundation for the audience to offshoot from.

The brand is the corporate image; it is crucial for the business or product to convey their driving forces, their mission, what they stand for and the overall “make up” of the business or product itself. The main point of a brand is: How the business or product wants to be known to its audience.

BRANDING IS WHAT WE DO™ is a graphic design firm in Denver, Colorado specializing in logo design, product packaging and labels, commercial printing, and creative design for all business marketing pieces including:

• Business Cards
• Brochures
• Labels / Stickers
• Promotional Items
• Direct Mailers
• eMail Marketing
• Corporate Presentations
• Trade Show Displays
• Menus
• Wall Graphics
• Flyers

We’re located at 1200 17th St. Floor 10, Denver, Colorado, 80202.