BRAND IDENTITY AND LOGO DESIGN

A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, which together form a perceived image for a business or product. Although a logo is not your identity,
its purpose is to identify your company or product in its simplest form through the use of an icon, symbol or typeface. A logo does not sell your company directly nor does it describe your business, except in very rare incidents. It is also important to note that only after a logo becomes familiar, does it function the way it is intended to. "Brand" can be described as an organization, service or product with a 'personality' that is shaped by the perceptions of the audience. You might say that a brand is a 'corporate image'. The purpose for having a 'corporate image' is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole. It is the consistency of this idea that makes up the company, driving it, showing what it stands for, what it believes in and why it exists. In most cases identity is based around the visual components that are used within a company and are usually assembled within a set of guidelines. These guidelines show how your identity should be applied throughout a variety of mediums, using approved color palettes, fonts, layouts, measurements and so forth.

At R. C. Brayshaw & Company, we can work with you to develop a logo that is unique to your company and visually represents it in a positive, easily identifiable manner. We can also help you develop your "Brand" and then protect it through the development of a corporate identity package that will ensure the appropriate use of your logo and brand in the various media available today.