A business logo, identity, and brand are not the same. The logo is a simple mark or iconic image that represents the company. Your identity is the visual aspects that form part of the overall brand. The brand is the perceived emotional overall image (not all visual elements) of a business.
Logo details: A logo is basically for identification. It is the quickest way to visualize a business. It needs to be effective either large or small and therefore simple. A logo should identify the business in a way that is recognizable and memorable.
Identity details: Identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved color palettes (PMS standardized colors), fonts, layouts, and measurements. The guidelines ensure that the identity of the company is kept coherent, which allows the brand as a whole to be recognizable.
Brand details: A ‘brand’ as an organization, service and or product with a ‘personality’ that is shaped by the perceptions of the audience. Note that a designer cannot “make” a brand – only the audience can do this. A designer creates the foundation of the brand. A brand is the perception of the audience. It is how your company answers the phone, what they wear, say and do, what morals and values are perceived by your customers through your company as well as your audio and visual marketing. All of this creates the brand.
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