When it comes to things like custom packaging design, website design, store layout, and corporate communications, a good logo is essential. A logo shouldn’t only represent the product inside the box, though. It should also show a link between the product and its brand, which is ultimately associated with the company’s overall identity. With all these terms floating around, it can be difficult to tell the difference between a logo, a brand, and a corporate identity. What’s the difference? Here we break down and explain the definitions of these three marketing essentials, and how they should work together in your business’ promotional scheme.
What is a Logo?
Your logo is the graphic representation of your company’s identity, and can range from a simple two-tone watermark to a more complex multicolored icon to an elaborate graphic image. Some of the most recognizable logos of the 21st century are simple yet memorable designs for tech companies like Apple and Google. In the 20th century, brands such as Coca Cola and Pepsi created logos that have certainly stood the test of time. There is much to be learned from these logos.
What is a Brand?
Your brand is more like your company’s reputation, and it can change over time. The way people emotionally, intellectually, and physically perceive a company contributes to the overall brand. Just think of all the reality TV stars who have risen to fame based on their brand alone. A carefully cultivated brand can do the same for your business.
What is a Corporate Identity?
A company’s identity is more like its public persona, or the set of attributes that the company chooses to use to represent itself. Your company’s chosen identity may include things like a specific typography used in your custom packaging design and a certain tone used in all your written communications. Most companies also choose a specific color palette to use in everything from the logo to the website to the brick-and-mortar store. It’s important to be consistent here, because otherwise your identity will be hard to decipher amidst all the chaos.
How do They Work Together?
Whether your company is a huge, multinational corporation or a small, local business, you’ve undoubtedly established some sort of logo, brand, and identity already – whether you know it or not. Most companies create a logo during the early stages of development, because they need something for their website, signage, business cards, and other important places. Particular color schemes may also dominate the business, its websites, and its printed communications. But the way all these aspects work together to form the brand that your audience perceives may not be as clear and under your control as you think. So, when designing a logo and developing an identity, it’s important to think of how people will perceive the message you’re sending.
Now that you know the difference between a logo, a brand, and an identity in the world of business marketing, are you ready to use these essential tools to create a more positive emotional reaction from your audience?