Brand Identity is all about communication. The message one (company or organization) like to communicate with their targeted audience. Brand is representation of a company, its business philosophy, its vision to future, its internal culture.
Take a look on Google. The original (or say initial) logo was designed by Sergey Brin in a free graphic design software with an exclamation sign copying yahoo's. What we see today on Google's homepage was designed by Ruth Kedar according to her she had many iteration but she ended up with primary colors and a very important part "unordered colors in next three letters" saying "Google doesn’t follow the rules".
You might not be a fan of Google's or at least its logo. So take a look on IBM, the company has evolved from a Computer company to a Technology and IT Consultancy giant. As the company evolved and shifted or say expanded its mission so its logo. The current logo with 8-bar stripped on blue solid typography communicates speed and dynamism designed by world famous graphic designer Paul Rand.
The key thing to understand is, Brand is not just a logo or typography or combination of colors. It is the Visual Message to your customers that you like to communicate the very first time they see your logo. So how you want your customers to think about your company is inherited in the design of your Brand Identity.
Saturday, January 9, 2010
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