A Brand is More than a Logo
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Posted on 23. Nov, 2010
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by marcrubinassociates
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in branding, corporate identity, graphic design
The term ‘brand’ or ‘brand identity’ is often confused with ‘logo’. This is the result of a lack of full understanding of what a brand is. The logo (short for logotype) is the immediate flag and most tangible element of a brand, but it is just the beginning. We’ve said before a brand is a story and a logo begins to tell that story while the rest extends in many forms and we’ll cover that below.
A brand’s story is expressed through the following:
- Color
- Typography
- Shape
- Voice
- Imagery
- History
- Sound
- Smell
- Taste
- Last, but not least…Your Experiences & Memories
All of these elements provide a context in which we conjure up a system of values that represent your brand. This is also why it is critical to have a consistent voice and message across all communication channels in order to send a clear message. If an advertisement does not feel like the same brand as its website, this can result in a loss of equity, credibility and effectiveness which translates into loss of value, sales and profits. Therefore, next time you are thinking about your logo, we ask you to consider your brand and how it all works together. Let’s chat about it. We’d love to hear from you.
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