10Apr

14 Designers Talk About Logo, Brand and Identity

Well, The confusing and discussions are still about Brand, Logo and identity up to this moment !! There are alot of Junior designers and some of clients think the company’s logo is same company’s brand, The others think the logo designer can make a brand, In fact, Not exactly, may be right relatively becouse some of professional logo designer can provide to the clients some Strategies which would help the brand to growth. To clarification of the differences between Logo, Brand and Identity, I have asked 14 designers from around the world about their opinions in Logo, Brand and Identity and How he/she definition each of them. You’ll see all of their responses below. First, here is a list of the designers who participated :

Von Glitschka (Glitschka Studios).

Don Ryun Chang (Icograda Executive President).

Michal Ozorowski (ozorowski).

Darcy Hinrichs (Darcylea Design).

Robert L. Peters (Author of Worldwide Identity book).

Brian Hoff (The Design Cubicle Blog).

Jeff Fisher (Logo Motives).

Sneh Roy (Little Box of Ideas).

Jacob Cass (Just Creative Design).

Ali Sabet (Sabet Tv).

Fabian Marchinko (Brand Simplicity).

Ivaylo Nikolov (odigy).

Ivan Raszl (Brands of The World).

Dani Nordin (TZK Design).

What is a logo?

Von Glitschka:

The graphic mark or logotype that serves as the iconic image to represent a company, product or service. Think of the logo as the face of the company, product or service.
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Don Ryun Chang:

Logo is the total manifestation of an identity system.
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Michal Ozorowski:

logo is a visual definition or even a “road sign” which says “this is my company” or “this is my product”.
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Darcy Hinrichs:

The logo of a brand is basically the visual design that represents a company or brand. Logos are usually created visually in the form of letters, words, symbols, colors, etc. The logo helps create brand awareness. When a customer becomes familiar with a company or brand, they also become familiar with the logo- creating memory associations. The logo is what a customer notices and can instantly associate with the type of company or brand that it represents.
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Robert L. Peters:

Logo is an identifying graphic and/or typographic signature, monogram, or symbol (often pronounceable, e.g. IBM).

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Brian Hoff:

The mark or icon that identifies a company in a simple, memorable way.

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Jeff Fisher:

A logo is a graphic symbol, type treatment or combination of the two, used to identify a business, organization, individual, product or event.

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Sneh Roy:

The logo is a singular visual representation of a person, business or entity. It is non-changing and finite. It has a set of rules it needs to adhere to and works best within the scope of those rules. It is either a typeface or a graphic or both working together.

Jacob Cass:

A logo identifies a company or product via the use of a mark, flag, symbol or signature. A logo does not sell the company directly nor rarely does it describe a business. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means  is more important than what it looks like.

Ali Sabet:

The simplest way to describe A logo is a graphical representation of the core values of a company or an individual.

Fabian Marchinko:

Here’s the first cab of the rank my friends and the most important. A logo is your salesman…its that little shape or wordmark that evokes or provokes, creating a response or an emotion that compels the viewer to either buy, sell or discuss.

Ivaylo Nikolov:

The logo represents much more than a couple of letters, portrayed in some font and possibly dressed in some graphic symbol. Within it implicates (or leastwise should) a message, symbolism, history, tradition and even moods and emotions. A brand’s logo is much like a person’s face. It displays not only one’s emotions, but also expresses their spirituality, character, temperament and even history. As different as people are I am quite sure that, more or less, every single one is vain in regards to one’s face and would like to look as good as possible. The same goes for the logo – its owner, whether a small flower’s shop or a multinational corporation, strives for (or leastwise should) a good looking, impressive even, logo, which not only attracts but holds one’s attention.

Ivan Raszl:

Logo is a symbol and/or typeface that serves as visual representation of the brand.
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Dani Nordin:

Well, technically, logo and identity are used interchangeably. A company’s logo, while an important starting point to the brand, is only a small piece of the brand itself.
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What is a Brand?

Von Glitschka:

The complete contextual narrative of a company, product or service that encapsulates the experiential attachment between a company, product or service and their users. A consistent brand story builds a dedicated following and equity over time. This increased equity gives a brand influential leverage in the greater marketplace competing with other brands. Think of the brand as the personality or culture of a company, product, or service.
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Don Ryun Chang:

Brand is a term that is constantly evolving. It started originally as a demarkfication of ownership like cattle centuries ago but now signifies holistic communication.

Michal Ozorowski:

Logo and Identity help to promote establishments and also build strong image of any institution. I feel that identity is how institutions wants to be seen and brand is how people do experience it. So – brand is an image of your company or product defined rather by your customers than by you. A brand consists complete set of different, both abstract and real, traits of your company.

If i would have to try sort it by importance – the first one should be a brand, second – identity, third one – logo. Anyone can ask – but how can I start building my brand without a logo? The answer in my opinion is very simple – if you wrote a good logo brief it is a great start to define your brand – because now you (and your designer!) know what values you are going to represent.
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Darcy Hinrichs:

A company’s brand sets itself apart from other companies. A brand refers not just to the name of the company or the logo or slogan that helps people identify it, but it also refers to the qualities and characteristics that make the company unique. Customers develop expectations from a company through experiences with their products and/or services.

Robert L. Peters:

Brand is  a commercial promise made by way of an offer, often employing a distinctive identifying graphical palette (e.g. Coca Cola, with a predictable palette of colour, bottle shape, script logotype, and well-honed slogans).
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Brian Hoff:

The emotion reaction that people feel, smell, think of, etc. when they think about a company. A brand is structured by the companies audience and those engaging it.
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Jeff Fisher:

A brand incorporates the use of the logo and all elements of the identity, but goes beyond the physical and visual definers of a business or organization to include the mission of the entity, how they do business, the perceived and actual public image of the business or organization, the corporate/organization message conveyed and much more.

Sneh Roy:

The brand is the visual and emotive aura enveloping a person, business or entity. It is made up of a lot of factors, the most important being a recognizable logo and a meaningful mission statement which it tries to convey effortlessly via a number of means. A brand is more communicative than just a logo and is relayed through a variety of mediums. A brand is the what the world perceives of your business.

Jacob Cass:

Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.

Ali Sabet:

The word Brand gets miss-represented all the time.  Most people mix up logos with brands.  This is not the case at all when we speak of brands.  A Brand in my opinion is the feeling and experience you leave a customer with, long after they have left your presence.  The combination of marketing efforts, design, identity and other creative is what creates a brand in the consumers mind.  A brand is a living breathing idea.

Fabian Marchinko:

A Brand is your total overall look and feel, when your logo is viewed it should instantly be recognized. Wouldn’t that be nice?… but guess what…this will not happen overnight.

How this happens is you logo needs to be placed on everything to do with your business, and always in the same manner…a professional designer, such as my good self will provide you will a set of guidelines that will outline issues such as white-spacing and color schemes to use, also when and where to use them. Becoming a brand is all about being repetitive, the first rule in becoming a brand is “Staying the course”. Look at brands such as Richard Branson’s “Virgin”…see you instantly know who I’m taking about, this is only because repetitiveness of him putting out there the “Virgin” brand.

Ivaylo Nikolov:

It comes to my attention that to most people the brand is somewhat a synonym to a product, a service, an event etc. Actually the brand is quite more than a mere name or wrapper. The brand depicts an idea, a concept and even emotion. The brand is actually created by people and they are the ones who become committed to it, support it, advertise it, and even stand up for it. The world is so strongly committed to brands that people have been imperceptibly reduced to being their slaves. Even though there are so many different kinds people drink one and the same kind of coffee in the morning, smoke the same brand of cigarettes, watch the same talk-show in the evening, support the same football team and are more than willing to spend their last money, prior to the new paycheck, on the latest top-shelf phone, simply because it proudly wears the logo of a bitten-off apple on its back.

Ivan Raszl:

Brand is the entire concept of a certain product or service idea.
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Dani Nordin:

The brand encompasses every experience that a customer has with the client’s business – whether it’s the look of the website, the look of their tradeshow booth, or the customer service you receive from the company’s employees. On the visual side, the brand encompasses fonts, colors, photography choice and usage of the logo in various contexts, which helps promote visual consistency – but the larger view of the brand is less tangible than that. It’s who the company is at its core, and the relationship that their customers have with it.

What is an Identity?

Von Glitschka:

Logo identity is the collateral that serves as a vehicle to showcase the logo and carry the brand story across multiple venues. Both a logo and an identity can change without the brand personalities core convictions changing. Think of identity as the car that drives the logo and brand to their various locations.

Don Ryun Chang:

Identity is something that distinguishes individuals, organizations, companies and countries.

Michal Ozorowski:

Identity is a system of different elements which refers to design, communications etc.

Darcy Hinrichs:

The brand identity is the personality of the company or brand. It’s how the company or brand distinguishes itself, how they want customers to recognize it.

Robert L. Peters:

Identity is  everything that a person or corporate entity projects to outside viewers or audiences in an attempt to be noticed, recognized, differentiated (from others), favorably positioned, and remembered in a desired manner. Also I might add “Image”, It is the sum total of all encounters, impressions, and experiences that exist about a person or corporate entity or brand (as seen from the audience or client side).
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Brian Hoff:

An extension of the logo, the identity is the visuals (ie: color) that represent a company. The identity is created to help achieve an emotional reaction from a companies audience (thus helping the emotional response of “the brand”).
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Jeff Fisher:

An identity is made up of all print, physical and online marketing, promotion and identification pieces making use of the logo.

Sneh Roy:

The identity is the definition of a person or entity’s business. It encompasses the logo and the brand on the whole to visually define and identify. The identity is made up of all things visual that represent the brand, from logo and letterhead to brochures and dvds.

Jacob Cass:

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 colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.

Ali Sabet:

An Identity is the experience that is created via graphical elements, such as a logo, business cards, envelopes, online presence and other marketing material.

Fabian Marchinko:

An Identity begins with the logo, this is then placed on your business cards and letterheads. Right here is where you start to get a foothold of how you business is going to look. All elements should be cohesive and look like they belong; this is not to be confused with branding.

Ivaylo Nikolov:

If the logo is a person’s face, then identity is one’s overall image and not only in terms of clothing, but also how one behaves, communicates etc. Provided I go on in the direction of the last two paragraphs I would say that identity is not a couple of defined corporate colors, logo usage rules or the shape, color and size of a business card, form or letter-head – identity is so much, much more. There’s a wonderful saying that goes – “The face is the index of the mind”. The same goes with full respect for identity (again both in a small flower shop and in a multinational corporation). Yes it is important (indeed very) how a business card looks, when it is handed to someone who is met for the first time; what the sales assistant in the closest supermarket is wearing; what’s the condition of the pizza-man’s car; what does the ATM one withdraws money from every day looks like and what does your monthly account form look like. But it is also important (perhaps even more) what one says and how one offers a business card; how the sales assistant handles your change; how has the pizza-man been driving while delivering the pizza; what help one receives when the ATM simply “devours” a card and how is information about your monthly account presented.

Ivan Raszl:

Identity is the visual representation of the brand in various media.
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Dani Nordin:

Logo and identity are used interchangeably.

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    14 Responses to “14 Designers Talk About Logo, Brand and Identity”

    1. Fabian says:

      Thank you Otba for inviting me to take part in this interesting discussion.

    2. Beau says:

      Where is David Airey? I listen to him more than Jacob “look at me” Cass…

    3. Thanks Fabian for your nice answers :)

      Dear Beau, I had asked David, But he was busy so he can’t answer me – Thank you for your interest

    4. Otba – Thanks for including me in this post. I appreciate being asked to participate.

    5. LayoutSeed says:

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    7. Jay says:

      Thanks for an informative post :)

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