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Brand Identity - Page 3 of 7 - Branding Strategy Insider

At the basic level, corporate and brand identity programs are an expression and reflection of the brand’s culture, character, personality, and the products and services offered–inspiring trust with consumers, customers, employees, suppliers and the investment community.
Visual Identity For 21st Century Brands

Somewhere along the line, the word “branding” got mixed up with “logo”. While it’s an established fact that brands are far more than logos, it seems that creating visual identities with rich emotional character and authentic connection still eludes many marketers. For many marketers, the discipline of creating visual identity has been reduced to mere decoration.

Logo Design Requirements

A brand’s identity is a combination of visual, auditory, and other sensory components that create recognition, aid in memory encoding and decoding, represent the brand promise, provide differentiation, create communications synergy, and are proprietary. The logo is one key component. Here is what The Blake Project looks for when we evaluate logo design:

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