Brand identity is the overall visual and emotional representation of a brand, which includes the logo, imagery, letterhead, envelope, social media identity including Facebook, Twitter, Instagram, LinkedIn cover page, and other visual elements that help define and differentiate the brand from its competitors. It encompasses the brand’s personality, values, and attributes, and should be consistent across all touch-point to create a strong and recognizable brand image.
A brand style guide, on the other hand, is a set of guidelines that defines how the brand identity should be used in various applications, such as marketing materials, website design, packaging, social media, and other brand touch points. It outlines specific rules and recommendations for using the brand’s visual and verbal elements, such as the preferred logo usage including vertical and horizontal orientation, logo sizes, color palette, typography, tone of voice, and messaging guidelines. The style guide helps ensure consistency and accuracy in all brand communications and helps maintain the brand’s integrity and equity.
In summary, brand identity is the visual and emotional representation of a brand, while a brand style guide is a set of guidelines that defines how the brand identity should be used in various applications to maintain consistency and accuracy.
Logos are an essential part of any brand’s identity. They serve as a visual representation of the brand and help customers recognize and remember it. There are various types of logos, each with its unique characteristics and uses. Here are seven of the most common types of logos:
1. Word mark
This is a type of logo mark that highlights the name or a portion of the name of a company. The best word mark indicates the legible word(s) with distinctive font characteristics and may integrate abstract elements or pictorial elements. This type of logo is highly used for a new company/business formation.
Word Mark
2. Letter mark
This is a type of logo mark that only highlights the initial letter of the company/business name. The letter is always a unique and proprietary design that consists of significant personality and meaning. This type of logo is highly used for branding a company/business.
Letter Mark
3. Pictorial mark
This is a type of logo mark that symbolizes an icon or recognizable image that is related to its company/business name, vision, or mission. This type of logo is highly used for a company/business that is already established or in a maturity stage.
Pictorial Mark
4. Abstract mark
This is a type of logo mark that uses visual form to convey a big idea or hidden meaning. This mark, by its nature, can provide strategic ambiguity, and work effectively for large companies and especially effective for service-based and technology companies.
Abstract Mark
5. Combination mark
A combination mark is a logo mark that is a combination of a letter mark and an icon /abstract/ Pictorial mark. This type of logo is highly used for a company that is in a growth stage.
Combination Mark
6. Signature mark
A signature logo is a company logo made up primarily of the name of the brand written in cursive hand lettering or calligraphy-style typography. This is especially true if you have a new business and want to make yourself known. It should be noted that this type of logo is better suited for companies that have relatively short names.
Signature Mark
7. Emblem
An emblem is a trademark featuring a shape that is connected to the name of the organization and consists of a font inside a symbol that thinks badges, seals, and crests. The elements are never isolated. Emblems look terrific on a label, package, as a sign, or as an embroidered patch on a uniform. This is especially true if you have a new business and is especially effective for label and packaging companies.
Emblem Mark
With the above logotypes, each with its unique characteristics and uses. Whether a brand chooses a word mark, letter mark, Pictorial, emblem, abstract, signature, or combination logo depends on various factors, such as the brand’s name, message, target audience, and industry. However, the most important aspect of any logo is that it effectively communicates the brand’s identity and values to its customers and helps build recognition and loyalty over time.
