Brand, identity, mark, logo…all of these terms can make your head spin – especially if you haven’t had your morning cup. Here’s a simple breakdown of the vocabulary surrounding branding.
Logo / Logotype
Logos represent a company or product through an image, mark, or symbol: an immediate identifier. Starbucks’ mermaid logo is a perfect example.
Logotypes are text-based (type-based) designs created to identify a company, product, or service by name. The bold IKEA logotype comes to mind.
Identity is all of the visual aspects of a company, including (but not limited to):
- logo / logotype
- stationery (business cards, letterhead, envelopes)
- print collateral (booklets, flyers, sales sheets)
- web presence (website design + copy, social media design)
- retail / wholesale displays
- products + services
- packaging, and
- any other visual representation of your company or product.
Branding is all of the visual goodies mentioned above, as well as the overall feeling that surrounds the company or product. It’s the whole experience.
Trader Joe’s is a fun example (their logo also happens to be a logotype). If you’re fortunate enough to live near a TJ’s, you know how fun the atmosphere is. That relaxed, island attitude isn’t just happenstance: it’s branding. From their colorful hand-drawn + lettered signage, to their associates’ bright Hawaiian print shirts, and the amazing product selection + prices, they are a breath of fresh air in the grocery store market.
Nota Bene: We’ve mentioned well-known brands in these examples for clarity, but encourage everyone to enjoy coffee from their local barista, furnish their home with treasures from that funky second-hand shop, and buy produce from the farmers’ market when possible.
Small businesses help build strong communities…and we want to see more of them! We want to help them look their best too!
And so it goes,