Brand identity is essentially, the face of a company, it is what the consumer, the audience, the viewer first observes, and for these reasons the identity must show what the company represents, it must portray an emotion or style to depict what the company is about, however it must do this in a very subtle and subliminal manor, and give the viewer a sense of the companies morals. The logo is a very important aspect of brand identity, however it is only one factor in many different details to give a company or business its face, the logo is of course where you get your first impressions from, but it is only a gateway to the company’s image.
“A brand is not a logo. the term logo is short for logotype, design-speak for a trademark made from a custom-lettered word (logo is greek for word). the term logo caught on with people because it sounds cool, but what people really mean is a trademark, whether the trademark is a logo, symbol, monogram, emblem, or other graphic device. IBM uses a monogram, for example, while Nike uses a symbol. Both are trademarks, but neither are logos..What really matters here is that a log, or any other kind of trademark, is not the brand itself. it’s merely a symbol for it.” – Neumeier,M (2006).
According to Dharma Singh Khalsa, M.D., from his book ‘brain longevity’; the average american sees 16,000 advertisements, logos and labels in a day. – Singh Khalsa, D (1999), David Airey, in his book ‘Logo design love’ demonstrate this be showing a picture of every logo he saw whilst doing his morning routine, from the toothpaste he brushed his teeth with, to his laptop at work, Airey goes on to explain that all of these logos are stored in our memories and we build a trust or relationship with specific brands, these brands are usually the more expensive luxury products, as they have a better brand identity and connect with the audience, for example a person is more likely to buy walkers crisps rather than a supermarkets own brand crisps, the crisps are practically the same, the own brand crisps are cheaper but the consumer will buy walkers because they have a better brand identity and advertising.
- Neumeier,M (2006). The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. berkely, CA: New riders. 1.
- lamson, G. (2013). Designing a Brand Identity. Available: https://creativemarket.com/blog/2013/07/23/designing-a-brand-identity. Last accessed 25th Jan 2014.
- Airey, D (2010). Logo Design Love. CA: New riders. 2-9.