CLASS3NOTES

Logos. Corporate identity. Brand identity.

Logos. Corporate identity. Brand identity.

A logo is a distinguishing mark that visually
represents a company, a product, or a service

and distinguishes it from others.

A logo is unique to the company it represents,
and can be protected legally as a trademark.

A logo is the base element in a
corporate identity or brand identity.

A corporate identity is a company’s means of visual communication
internally with its shareholders & employees
and externally with its suppliers & customers.

A corporate identity consists of the logo design
and name owned by a company together with the
rules and guidance on how these are to be used

(printed material, in advertising, marketing,
promotion, and on products and services).

A corporate identity often specifies which colors
and typefaces are to be used with logos and names,

and the desired relationship between them.
Such colors and typefaces can also be among

the design equities owned by the company.

A brand identity is related to the marketplace
rather than the general economic activity of a company.

A brand identity is concerned with the overall image
of a company or product as it is projected to consumers,
so it consists of the logos, colors, names, packaging shapes,

and even slogans which are unique to it.

A brand identity may or may not contain elements
derived from the corporate identity of the parent company.

In other words, a company’s stationery system
—part of it’s corporate identity—

may not be part of the brand identity.

Think about Coca-Cola:
have you ever seen one of their business

cards, or a piece of letterhead?

House of Brands vs. Branded House

House of Brands vs. Branded House

A house of brands is a large parent company
who owns lots of brands…

…but the company themselves is relatively unknown
and is NOT a consumer-facing brand itself.

Examples include SC Johnson Wax,
Procter & Gamble, and Unilever.

A branded house is a large parent company
who also is a huge consumer-facing brand.

Examples include Apple, Coca-cola, and Disney.

Three different types of logos.

Three different types of logos.

1. TYPOGRAPHIC logos.

Name-only logos.

Name-only logos.

Initial letter logos.

Initial letter logos.

2. PICTOGRAPHIC logos.

Name/picture logos.

Name/picture logos.

Associative logos.

Associative logos.

3. ABSTRACT logos.

Allusive logos.

Allusive logos.

Purely abstract logos.

Purely abstract logos.

Three different types of logos

1. TYPOGRAPHIC logos
Name-only logos
Initial letter logos

2. PICTOGRAPHIC logos
Name/picture logos
Associative logos

3. ABSTRACT logos
Allusive logos
Purely abstract logos