There is a common misconception that a Brand and Logo are one and the same. However, the two are completely different frames of reference; The term ‘logo’ relates specifically to the unique mark or symbol that represents an organisation, whereas ‘brand’ is a broader term covering multiple aspects of and organisation’s identity which would generally include a logo, but also extends to every definable asset that contributes to the projection of an organisation’s persona.
These assets may include a Tagline, Typeface, Colour Palette, Image Resource, Iconography, Mission Statement and Tone of Voice, but could also incorporate other elements depending on the size of the organisation or the industry that it inhabits. All of these assets are brought together – in conjunction with the logo – to construct an aesthetic that should transmit the organisation in a manner that embodies their core principles, reflects their approach and sets them apart from their main competitors.
The example below illustrates how a brand could materialise over time:
Phase 1: Company founded – Logo, tagline and colours are created for stationery and event marketing materials.
Phase 2: Increasing consumer awareness – Imagery and fonts are defined to streamline the process of producing direct marketing material with a consistent message and appearance.
Phase 3: Strengthening market presence – A tone of voice guideline document is produced that includes a revised tagline to help clarify how the company fits within the market place. A change to the colour palette is introduced to highlight the change in philosophy.
Phase 4: Company growth – Colours, fonts and tone of voice are all subjected to a brand realignment. This phase of changes has been implemented to coincide with a staff recruitment drive and the introduction of additional product lines. Company language is simplified to reduce training time required for new employees and help educate customers through a more intuitive set of offerings.
What is important to remember about a brand is that even though it can rely on many different elements, each one of these elements can be changed independently of each other, as long as the brand philosophy remains coherent. There are many points within the lifetime of a brand that could benefit from an audit or revision of assets, many of which can result in a tangible economic return.
If your organisation or market sector is at a point of transition, Crayfish Design possess the skills and experience to realign your brand.