Branding
Brand
The perception a business gives
to the world
A brand is the identity of a business that goes beyond graphic design or a logo. It includes the business’ reputation, the company values, the products and its quality, the global marketing (whether it’s online or offline) as well as the customer service.
Of course the logo, the website and the business cards are important, but the way customers interact with the company adds to their perception of it and that forms the brand.
Overall, "branding" is the recognizable image, values, and impression of a company that should engage customers.
Identity
A set of visual elements
that identify a business
A corporate identity or an identity system visually defines a business to customers.An identity is what is generally known as “branding guidelines” it is to make sure that the business is visually consistent no matter the media (whether it be videos, photos, business cards, presentations, press releases, etc.).
In simple words, an identity is the combination of an unique logo, color palette, typography, icon, letterhead, business card, website, packaging, etc.
Out of all the visual elements that make up a brand identity, the logo is the first element a customer will immediately recognize. There are several styles of logos that can represent a company; typography (monogram or wordmarks), symbols or a combination of both. It is important to anticipate how a logo will age and look at past and current trends since it should not change.
An image that represents a company
Logo
