If you ever look at the swoosh logo, you know that that is Nike’s logo. Or see a bitten apple graphic and recognize it as Apple, Inc. These are logos which is a major part of the brand identity of major companies. Brand identity is more than just the logo though. They communicate to us what company it represents and recognize its message. Brand is a nexus of consumer perceptions and emotions about your company and its products or services.
The logo is one aspect of brand identity design, but it is the spokesperson of the brand and the centerpiece of it all. It identifies the company, but also tells a story of what is the company is and its personality.
The logo must work as a large icon for all to see, but also must communicate and be recognizable when it is reduced down in size to a small favicon on the tab of your browser. It must differentiate the brand from all other brands in the ever growing world.
Moreover, the color palette is another aspect of brand identity design. The logo would use primary colors of company which could be one to four colors. Then there would also be secondary colors to complement the primary colors. This color palette would be used throughout the company brand. To use other colors would hurt the brand.
Typography is another aspect. The logo would have the company name in a font. And the company can use more than one font in their brand typography. But using too many fonts in the typography would dilute and confuse the brand. Usually using two different fonts is a good rule in the brand’s typography.
All aspects of the company must use the brand consistently. The website should not look completely different from the company brochure or the products the company sells. The message of the brand must be the same in all things.
The way to do this is the style guide. This is the bible of the brand. It would show the logo and its uses as well as the rules of the color palette and typography and how they should used within the brand.