Products are created in the factory.

Brands are created in the mind

- Walter Landor, founder, Landor Associates

What is Brand Identity?

It is the visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.

What constitutes Brand Identity?

Visual
Logo Shape Colours Styling

Verbal

Name Tagline

Advertising, Signage, Business cards Packaging, Emails Direct mailers, Newsletters Proposals, Voice mails Websites, Web banners Sales Promotion Public Relations

All these are palpable, visible, designed & therefore can be influenced

A logo is the point of entry to the brand

-83% of information people retain has been received visually.

Maintain consistency, yet evolve to stay fresh.

Significance of logo design

Shapes

Acknowledged and remembered first

Colour

Are next in degree of significance

Content / language

Third in sequence

Distinctive logo shapes

A distinctive shape makes a faster imprint on the memory The Nike Swoosh is so distinctive and memorable that the brand name is no longer used along with.

Distinctive logo colours

No better example than our own Wipro. What a transition from the old W to this one?

Think red. Think passion. Think aggressive. Think Coke.

Colour creates emotion, triggers memory and gives sensation (Colour trivia: Kodak and Tiffany have trademarked their brand colours)

What did we learn?

Brand Identity is the visual elements of the brand (Logo, tagline & personality) Brand identity is an asset not only to big brands but even to start up organizations to leverage the brand equity. Creating a brand identity:
Positioning Tagline Visual Identity Logo Integration across collaterals Corporate Stationery

To sum up
Identity is not only about colours. It has to be holistic.

It can and must be a strategic decision. An exciting design can still provide a strategic advantage.

Design can and must be contemporised.