A logo is not a corporate identity. A corporate identity is not a brand.
A common association with the word "brand" is a recognizable logo. This opinion is permissible for ordinary consumers, but not for business owners / managers. To promote a brand, and even more so to capture the market, it is not enough to draw a cool logo, come up with a name and a sonorous slogan. Because a brand is a broad mental structure, a complex of emotions in the minds of consumers. And branding is the process of forming the necessary emotions in all relevant areas. The corporate identity (brand identity) - “face”, a single visual system that distinguishes the brand from competitors helps to form an image, associations, and attitude.
Branding
on the fingers and why the logo is secondary
Imagine that your business is a car and your brand is its
characteristics. For the car to move, you need a motor, wheels, a body. But not
the hood label. To attract customers and make a profit, you need to make your
car comfortable, safe, and productive, etc. If important functions are kept in
order, over time the emblem will work on the image of the car. But the label
itself does not say anything about the car and the owner (about the brand and
the company), and does not in any way affect customer loyalty and sales growth.
It's the same with the logo. Even a super creative logo
won't become the engine of a business. For successful promotion, you need to
think over the brand concept and positioning, create such an image of the
company to which the buyer will emotionally respond, which will form a credit
of trust. This is branding (in general terms).
The secondary role of the logo is seen in the examples of
business giants. You will definitely not confuse a Coca-Cola poster with a
poster of another gas water - even if you remove the emblem, recognizable
elements remain (branded bottle, color scheme, special font). And if there is a
slogan "The holiday comes to us", no doubt about it. Because the New
Year's video has already formed associations and the emotion that the brand
needs - Coca-Cola brings the holiday.
See for yourself - there is no logo in the pictures below,
but brands are guessed and easily recognizable, the corporate identity is
readable:
More
about identity
The corporate identity of the brand is its design, sensory
communications. The consumer can see, hear, read, etc. elements of identity.
For each individual element, a brand can be identified. And their combination
provides semantic and visual unity of all information coming from the brand.
You ask: "How to make a corporate identity, but without
a logo?" There are many other tools for creating an identity:
- Corporate pattern (background, pattern)
- Color combination
- Sense identity
- Corporate character (mascots, memes)
- Graphic form and style-forming elements (static, mosaic,
polyform)
- Typography and type compositions
- Photo, illustrative style or icons
- Brand verbal language system (text or sound communication)
It is important to understand that identity is only a small
part of the overall branding process. Designers don't create brands. Before
drawing a "face", you need to build a foundation - to study the
market and competitors, to formulate what is the uniqueness of brand services
or products, to research buyers, their preferences and desires. This is a
strategic stage of branding, the basis for positioning - defining the essence
of the brand, its values and mission, vision of the future and intonation
accents in consumer communication. And only then the identity is created and
implemented - verbal identification (brand name, logo, slogans, descriptors,
text style) and visual / sensory identification (images, sounds, smells,
tactile sensations).
(Professional Logo Design Agency in UK)
Let's
sum up
1. A brand is, first of all, an intangible asset, an
emotional response, the attitude of the audience to the company's proposals. A
successful brand can be described as a well-known trademark that is culturally
and socially significant.
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