Brand Identity

Otherwise known as “The Logo” and often misunderstood as all that a brand is, the brand identity is usually the first of many potential brand assets. It is the standard bearer by which all else is measured; it’s the leading indicator of personality and stance and is the guide for everything else that follows. When you see McDonalds’ “golden arches” or the Disney logo you immediately get images and thoughts of what they are. Even just saying either of these words evokes feelings and emotions that at times are quite strong. They have, over time, carefully nurtured their brand and storytelling and in doing so have each successfully carved out a cultural niche for themselves. This has been achieved with many stories told often, backed up with consistent delivery of quality products.

A logo is most often typography with some added twist of design but some even achieve such a level of brand success where only a single image without any words or names needs to be used. Apple and Nike probably being the best examples – they are truly global and have had the opportunity to enter the public consciousness. To do this required a lot of work, a lot of storytelling and a lot of success in attracting attention and holding it with great products. Another great example of this is Dairy Milk’s current advertising campaign without any use of the identity – this is when you know you’ve really succeeded in telling strong powerful compelling brand stories using only supporting brand assets – where just the use of 2 colours; white and purple in this case, can instantly tell you what it is. I’ll bet that some people if asked actually thought the logo was in the ad!

It takes expertise and years of experience to interpret, edit and distill the right elements into an identity that sends the right message. It then takes more skill and patience and the ability to respond to tell this story in an ongoing and engaging way.  If you’re looking to upgrade your brand or need one built from the ground up contact us now.

It takes expertise and years of experience to interpret, edit and distill the right elements into an identity that sends the right message. It then takes more skill and patience and the ability to respond to tell this story in an ongoing and engaging way. If you’re looking to upgrade your brand or need one built from the ground up contact us now.

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