The Brisbane creative team at iFactory get asked this question a lot: What is the difference between a brand, corporate identity and logo design? Many people see them as interchangeable synonyms to represent all digital and visual elements. It’s completely understandable, especially for those who don’t work in digital marketing. Let’s break down the fundamentals of logo, branding and corporate identity by looking at the definitions of each. http://ifactory.com.au/news/spotting-difference-between-branding-identity-and-logo-design

1. Spotting the Difference Between
Branding, Identity and Logo Design

2. LOGO: A CORPORATE
IDENTIFIER
Your logo allows a consumer to identify
your company or product via the use of an
emblem, wordmark, monogram, signature or
pictorial.
A great logo is unique, meaningful,
reproducible, and ultimately reflects the
values and purpose of the company through
thoughtful, deliberate design.

3. THE MOST ICONIC
LOGOS OF ALL TIME

4. ♥
Companies have traits that set them apart.
For example, an outdoor gear company might
come across as adventurous, and daring.
An insurance company, on the other hand,
would appear trustworthy, compassionate
and confident.
BRANDING: CAPTURING
THE OVERALL EMOTION

5. Marty Neumeier, author of The
Brand Gap, defines a brand as:
“a person’s gut feeling about a
product, service or company”
He goes on to say that “it’s not
what you say it (your brand) is.
It’s what they say it is”.

6. Ultimately a brand is the relationship
between the audience and the business.
This accumulation of “gut feelings”
described by Neumeier can be based on
experiences an audience has had with
your company, from interacting with
a staff member to using your website.

7. It’s important to note that a designer
cannot make a brand; only the audience
can do this. However a logo and designer
can lay the foundation of a great brand.

8. Your corporate identity is the overall
look and feel of your company. Once you
pair your logo with other design elements
such as colour palettes, lines and imagery,
you begin to create the corporate identity.
CORPORATE IDENTITY: YOUR
CONSISTENT VISUAL FEATURES

9. The visual identity of your company
must be consistent as it is used for
the website, marketing collateral,
social media, product packaging
and store or office décor.

10. A graphic designer will create a
branding and style guide to ensure
consistency across your company.
It will include colour schemes, font
styles for different communications,
logo design guidelines and usage.