What Is The Difference Between Logo Design, Branding And Identity
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What Is The Difference Between Logo Design, Branding And Identity
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Black Pearl Matrix
The Main Points to Work on in the Visual Part of the Brand
- Color Palette.
- Logo.
- Typography.
- Patterns.
- Textures.
- Icons.
- Image.
What is Design, Branding and Visual Identity?
In this creative world there are many confusions and one of them is precisely about the application of the terms mentioned above. Some people, due to lack of knowledge, end up using some of these terms incorrectly, others use them deliberately to get a better appreciation of their work and even professional.
The fact is that each of these terms, Branding, Brand and Visual Identity, are different things despite being similar. Therefore, in this article, we are going to break down each topic so that you use these terms correctly. Come on?
In this article, you'll see:
• Color palette.
• Typography.
• Standards.
• Textures.
• Icons.
• Visual Identity Applications.
• What is a brand.
• What is Branding.
• Image.
• How they work together.
1- The Colors and the Sensations they Transmit
Very important information for professionals in architecture and interior design, as they are dedicated to creating true scenarios where colors are a fundamental element of the creative process.
Laboratory studies have mapped the effects of such colors on the brain and the following results will help you to think of projects within the desired result. Check out:
1.1 Black
Affected part:
The color black directly awakens the part of the brain called the amygdala, which is responsible for regulating sexual behavior, aggression, fear and emotional memory.
Transmitted response:
It is associated with mystery, curiosity or superiority. It also conveys a sense of nobility and distinction.
1.2 Gray
Affected part:
It reaches the putamen, which coordinates the distribution of the neurotransmitter dopamine, responsible for the sensation of pleasure and satisfaction.
Transmitted response:
It represents balance, tranquility or even neutrality.
1.3 Brown
Affected part:
Acts directly on the limbic system, responsible for coordinating emotions.
Transmitted response:
Color directly linked to conservatism.
1.4 Red
Affected part:
Like black, red also acts directly on the amygdala, which is responsible for regulating sexual behavior, aggression, fear and emotional memory. And it also activates the Nucleus Accumbens, linked to the feeling of pleasure.
Transmitted response:
Red is interpreted by the brain as a sexual element, transmitting excitement, virility and dynamism.
1.5 Pink
Affected part:
It reaches the ventral tegmental area, associated with the feeling of satiety from hunger, thirst and sex.
Transmitted response:
Light tones give the idea of innocence. Midtones are associated with femininity and the breaking of prejudice. While the pink tone prints the desire to initiate individual actions.
1.6 purple
Affected part:
It directly reaches the frontal pole – linked to the planning of actions, movements and abstract thoughts.
Transmitted response:
It can refer to mystery, but it is also related to calm and common sense. It also suggests creativity and wisdom.
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1.7 Yellow
Affected part:
It directly affects the reward system, responsible for reproducing the pleasurable experience.
Transmitted response:
Pass the message of transparency in negotiations or focus on profits. It suggests optimism, clarity and warmth.
1.8 Orange
Affected part:
It directly affects the reward system, responsible for reproducing the pleasurable experience.
Transmitted response:
It suggests trust, friendship and joy. It stimulates areas of life that require change, expansion and dynamism.
1.9 Green
Affected part:
It reaches the prefrontal cortex linked to decisions, abstract and creative thinking and affective responses.
Transmitted response:
It refers to nature, to the feeling of freshness, harmony and balance. It reinforces the idea of weighting and coherence.
1.10 Blue
Affected part:
It reaches the prefrontal cortex in the part responsible for logical reasoning and communicative competence.
Transmitted response:
Dark tones refer to power. Clearer tones transmit freshness and hygiene. Color in its different nuances is associated with productivity and success.
1.11 White
Affected part:
It affects the left cerebral cortex, responsible for logical reasoning and communicative competence.
Transmitted response:
Suggests purity, creates impression of luminosity. Associated with other colors, it provides harmony.
Faced with this color guide and its effects on the human nervous system, it is possible to make the most assertive choice, taking into account the desired results in the projected environments.
2- What is and what is the importance of a logo?
Logomark, or simply logo, is the graphic representation of the name of a company or brand, which determines its visual identity and aims to facilitate its recognition.
A logo gives meaning to the brand in question, identifying and defining it in time and space. It can be seen as an important part of a company’s genetic code, which influences its path.
In the business context, it is very important that a company is represented by a symbol that represents it and conveys the essence of the organization. It must be flexible, easy to memorize, not out of fashion and must be able to awaken feelings in people.
Marked by its color, graphics and shape, the logo intends to establish the positioning of a brand or company in the market or in the mind of its public.
3- What is a Visual Identity?
Visual identity (VDI) is a set of visual elements that represent something, such as a company, a product, a service, etc.
A color scheme is used for brand identification. While the color palette usually starts with the logo, these colors should be reused for all branding materials.
A lot is wrong who thinks that to create a color palette it is necessary to be a design professional. With the important information in mind, you can create your own palette based on your tastes.
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4- Typography
Typography, the word used to refer to font styles, is more than just decoration or a visual “detail”. Each font has its own characteristics that serve to reinforce meanings and influence the perception that the brands intend to cause.
That is, as you will see later in more depth, fonts evoke feelings and impressions. Therefore, they must be chosen wisely.
5- Standards
They are elements that are repeated in an unlimited way for application on any surface in an infinite way and that help to communicate the personality of a brand. In addition to facilitating development, it increases the chances of success, while reducing the margin of error throughout the process.
6- Textures
It should be made clear that the texture appears as a way to make the work much more realistic, something that is fundamental to represent certain aspects of the brand, bringing quick recognition when seen, that is, achieved through elements such as line thickness, shapes color embossing etc.
Appearance of a surface used to reinforce the personality of a brand.
7- Icons
They are the traditionally small graphic elements used to provide information quickly and that add value to the brand, among others.
Among these elements we have the Logo, which is the visual signature of the company, also known as graphic brand. From this element that all the others take shape, that is, all the components of a Visual Identity project depart from and involve the main element, which is the Logo.
All these other elements of an IDV project act as support for the brand with the aim of making it bigger, as if they were squires of a knight, to fix it in the minds of its public. Graphic designer, design, creative ideas, logo, product, brand, brand, art, brand.
It is very common for some people to confuse or associate visual identity only with the Logo. Obviously this makes sense, because as we saw, it is the main actor of the VDI project. However, such a project is not composed only of this single element. A Visual Identity project is a set of visual elements that have the purpose of representing and differentiating a product, service, etc.
The professional responsible for a visual identity project is precisely a Designer or a team of Designers.
8- Visual Identity Applications
Normally, a visual identity project is accompanied by a brand manual, which is a document where all the guidelines for the application and correct use of the Visual Identity are placed.
And guidelines can govern applications for:
• Institutional stationery.
• Packing.
• POS appearance.
• Uniforms.
• Signage.
• Websites, applications and social networks.
• among others.
9- What is a Brand?
This question can have more than one answer depending on the area and thought of each one. If you ask a designer, he’ll probably answer:
“Brand is a visual graphic symbol that represents something, such as a company, product, service, person, among others; with the function of identifying and distinguishing it immediately”.
On the other hand, if you ask a publicist or marketing person, you will likely get something similar to the following statement:
“Brand is the set of values, perceptions and experiences that it conveys or represents to its audience. With that, the brand is not just a graphic symbol, but the representation of a whole before its niche and also for its public.”
If you follow the design line, it is precisely the first answer. However, if it follows a more strategic and advertising line, it will be a second answer. The two are correct and complement each other, after all, it is not enough to just create a graphic symbol and think that it will be a brand recognized worldwide.
There is a lot of work to be done so that this visual symbolic representation really consolidates itself, transmitting good values and perceptions to its public and market.
That is why it is common for some professionals to use the term “graphic brand” when referring exclusively to the graphic symbol and not to all other issues that involve the concept and strategy of the brand.
10- What is Branding?
As we saw earlier, it is not enough to just create a graphic mark. It takes a lot of strategy and positioning work to achieve the planned goals. And for that we have Branding.
Branding is the strategic management and positioning of the brand. It is a set of strategic actions to build the values and perceptions planned for your audience. Thus, all questions of values, experiences and perceptions planned for the brand are carried out by Branding actions.
All public brand touchpoints are planned or managed by Branding. This work helps both in customer retention and prospecting for new customers.
11- Image
That is why Branding has a fundamental value in the process of building a brand before the market and the target audience. For this, Branding uses elements of visual identity, from the graphic mark to the color palette, for example, aligned with the brand’s communication and positioning strategies.
This work is usually done by a multidisciplinary team composed of designers, advertisers, social media, customer service, etc. As it usually requires a multidisciplinary team, and especially when dealing with large companies, this work is carried out by specialized agencies.
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12- How do Design, Branding and Visual Identity work together?
As we have seen, all 3 elements form part of a strategic chain of visual communication for a company that converge with each other to achieve the strategic objective of communication and brand positioning.
Despite these synergies, there are differences and they are not the same, so not all professionals are able to perform all tasks. It is not because you create a visual identity that you are necessarily qualified to do Branding. Likewise, it is not because you understand and work with Branding that you will be able to masterfully build the Visual Identity.
So, be aware of what part of the process you are a part of and do not deliberately misuse the terms for possible financial gain. As tempting as it is and as much as it may even work at first glance, over time you can harm your career and literally “burn your film” in the market. Caution.
Video: What is Branding, Brand and Visual Identity?
To deepen the subject and raise points that would be difficult to present in text, I created a video that is on our YouTube channel, where I talk about these three topics and complement the information presented here in this article. I strongly suggest you watch the video below to complete the reasoning and explanation on the subject. Check out the video below about what Branding, Brand and Visual Identity is.
FAQ – Frequently Asked Questions About the Differences Between Design, Branding and Visual Identity
1. Who needs Branding?
2. I already have a logo, do I need to invest in a visual identity?
3. Why does the design need to be aligned with the visual identity?
Conclusion
Analyzing the similarity between the meaning of each term mentioned in this article, it is possible to understand the importance of studying and applying each of these fundamentals aiming at differentiating, positioning and propelling the business in the market in which it operates.
Thinking, creating and jointly planning each strategy with a main objective is extremely essential for all products and services today.
To develop these projects and ensure that your brand has a good growth plan, look for professionals who are, in fact, specialists in the subject and, above all, who have real knowledge of the cause with proven experience and expertise through their results.
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