Branding & Identity

CSMS Branding & Identity

Branding, identity design and logo design are three different parts of the puzzle that join together to form your business’s image. It may be easy to group them together, but they have different roles. Cornerstone Marketing Solutions is more than happy to help guide you through the differences and what they can do for your company.

A logo is what identifies your company through a graphic of some sort, a mark or an icon. A brand is the intended emotional perception that represents your corporate image. Identity means the visual aspects that create the brand. Your brand, or corporate image should reflect the company as a whole entity. It is the primary idea and identification that pushes the company forward. It is the perception your audience will have about you.

Identity design focuses more on the specific image that is created around visual devices that are monitored by a set of guidelines that fit the branding. It is meant to be recognizable to the consumer and can consist of a logo, specific marketing, signage, packaging, marketing, and basically anything visual that represent the company.

The logo, while part of identity is increasingly clear cut. The logo is for identification only, it is not used to create sales, or offer a description. It is to be a symbol, that when seen by a consumer, they immediately know what business they are dealing with. It should be instantly recognizable and memorable, the swoosh on a Nike shoe, or the apple on Apple products. Sometimes, the most successful logos are the most simple. If you have any questions, please reach out to one of our associates at Cornerstone Marketing Solutions.

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