I have noticed as of late the term branding is becoming all too often confused with corporate identity and or “logos”. Whenever logo talk turns to “branding”, the conversation has become a terminal case of horse before the cart. I proceed to channel my inner old man and routinely pull out this quote:
“A logo is not a brand unless it’s on a cow”
A brand is a cohesive code of communication and design conduct, not just the logo. The brand is a much larger picture than just the logo. This includes your brand strategy; ensuring your intended message is consistently portrayed and identifiable regardless of medium (website, TV, company vehicle colors and so on). It`s more of a corporate mission statement delivered visually (marketing departments, if applicable, should be providing you with this). Even if your organization is not considering the various mediums at this point in time, you should be thinking about this for the future.(trust me, this will save you money in the long run to figure this out now)
I’ll stop rambling,
the “brand cow” quote is from this book:
Logo Design Workbook: A Hands-On Guide to Creating Logos by Sean Adams & Noreen Moriok
The book is a useful, entertaining and visually appealing book; whether you are just starting out in design, or a grizzled veteran in need of some “bring it back home” fundamental clarity. It covers the entire process of designing an identity from your first meeting with the client to the sleep deprived delivery of the goods.