Select Page

You have probably heard the terms branding, logo, and identity design thrown around in reference to marketing. Logos are easy to identify- when someone says McDonalds, you probably immediately think of the golden arches. When someone says Nike, the iconic swoosh probably comes to mind.

But if someone asked you what Lexus’s brand is, you might have a harder time describing it. What about Google’s identity design? That’s also not something you can describe in one or two words. However, brand, logo, and identity design are all important parts of a business. Let’s take a look at how each of these aspects affects how people perceive different businesses.

Beyond Colors and Fonts

Many people have the perception that a company’s brand is it’s colors, designs, logos, and slogans- think Tiffany blue. However, it’s much more complicated than that! A corporate brand is really more of an image. It’s an emotional connection to a business that makes a customer feel like they are a part of the business when they buy their products or use their services.

In order to emphasize the brand, or image, everything the company does, produces, or owns must reflect their values. In an unfortunate news story this week, Fairlife Milk, a business known for sustainable and humane practices, is under fire for alleged animal abuse. This is a sad example of a company’s practices not being a reflection of their brand.

Let’s See Your I.D.

Good logos should be memorable! Logos are what identifies your business in its simplest form. It is not necessary that your logo explain what your business does, nor is it necessary for your logo to sell your business. Rather, it’s something to become familiar to people as your business becomes more well-known- like the name of a famous actor or athlete.


Design Your Identity

Business identity design includes the visual aspects used within a company. This overlaps a bit with branding, because in order to have a consistent identity design, a company must use consistent colors, fonts, layouts, and other visuals. Business identity can be found on visual devices such as:

  • Signage
  • Letterhead
  • Business cards
  • Packaging
  • Fliers
  • Websites
  • Apparel
  • Brochures
  • And more!

The logo serves as a means to tie the brand and business identity together.

Next week, we will explore how to create a successful brand so that you can find business success!