People often confuse branding with a company's logo or design system. So, this slide attempts at clarifying these commonly used terms with a few relevant examples

1. Branding
Understanding the idea
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2. Is Identity Design a Brand?
No.
Even though, the terms identity and branding are used
interchangeably, they are not the same.
An identity design system is merely an extension of branding
Identity = Branding/

3. So first,
let’s review some commonly used terms

4. Logo
The term logo is derived from the
greek word logos, which means
word.
So, a logo (short for logotype) is
design term for trademark, made
from a custom lettered word or
mark
Logomark of Nike

5. Trademark
A trademark can be a logo,
symbol, monogram, emblem or
other graphic device.
Note that the trademark is not the
brand itself. It is merely a symbol
for it. The logo for McDonalds i.e. the letter ‘M’
is trademarked as Golden Arches

6. Identity Design System
An Identity Design system is a
unified, consistent and flexible
collection of elements that
communicate the brand to the
target audience.
The elements can include
logomark, alternate marks, color
palette, typography, voice and
tone guidelines, patterns, visual
elements, and more.
Google’s wordmark, dots as visual elements and logomark sharing
the set of four colors as part of the complete idenity system

7. And now, Branding…
Branding is the person’s gut feeling about a product, service or
company.
Even though you can’t control the process, but you can surely
influence it.

8. I am a great guy!
Marketing

9. Trust me, he is
a great guy!
Public Relations

10. I am a great guy!
I am a great guy!
I am a great guy!
Advertising

11. Graphic Design

12. I understand you
are a great guy!
Branding

13. Branding is
The Graphics, Logo, Website, Product,
Packaging, Decor, Signage, Staff, Customer
Experience and more...
So,

14. References
1. The Brand Gap: How to Bridge the Distance Between Business
Strategy and Design by Marty Neumeier

15. Thank you.
- Mayank Dhawan
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