TydedevBranding & Design
Are branding and logo design the same thing?
Branding
Branding – or visual identity – is the strategy behind building a coherent and memorable brand that represents a person or a business and makes it recognisable in the market.
A good strategy defines what the brand is, but also what it is not.
Essence
Purpose, mission, vision and values
Positioning
Market, audience, characteristics and segment
Promise
Products, services and solutions
Visual identity
Logo, typography, colour palette and tone of voice
Communication
Messages, imagery and content
Logo
A logo is a symbol: it represents the brand, but it is not the brand.
A logo works only when it sits within a coherent visual identity, with deliberate choices around colour, typography, tone and applications.
The symbol
The core shape of the logo: iconic, distinctive and functional.
Typography
Type choices crafted to express character and personality.
Colour palette
Coherent colours that ensure recognition and readability everywhere.
Applications
Usage rules that keep the logo strong across digital and print.
Un buon logo è semplice, leggibile, versatile e riconoscibile.
Un buon brand è tutto ciò che lo circonda.