In my opinion, it’s easy to picture Brand Identity as the big brother of Logo Design. Even better, imagine Brand Identity as the big family supporting Logo Design – while he’s the dashing go-ahead youngster that gets the family noticed!
Logo Design is the eye-catching image, icon, symbol or colophon that your business is recognised by. It’s the NUMBER ONE recognition factor for your business. And it’s the KEY to increasing mental recall of your business (that’s recall in the brain’s memory, not a Schwarznegger action movie).
This is the bigger picture supporting and enlarging on your Logo Design. A brand identity manual used to be seen as the way to tie together your brand and control the distribution and appearance of your Logo. Many pages would show examples of how to brand your Logo, its colour, its font and its tagline. How to apply it properly in full-colour situations, how it should appear on stationery, brochures, banners, building signage, even on the company Gulfstream jet. This is because it was, and still is, vital that you control the use of your logo – so top-class artwork must be available or your logo will inevitably become ‘watered-down’ by inaccurate and unauthorised redraws.
But Brand Identity/Branding has become an ever bigger picture than those brand identity manuals foresaw: nowadays, Brand Identity includes your video ident before TV shows, your radio tagline and the actor who voices it, and your advertising character (think Meerkats). Also the ‘tone of voice’ used in your company email and blogs, and the power-suits worn by your top executives – everything that speaks of your company can be seen as part of your Brand Identity.
To build your split-new Brand Identity, give me a call on 0141 556 5021 or email me and let’s get started. And if you don’t need a new brand, but want a makeover or update of an existing brand, I’m happy to do that too.
The picture shows the 25 Years commemorative version of the SHARE logo that I designed and printed on letterheads for them, featuring metallic foil-blocking in silver.