The word ‘brand’ has been not only overused in current day but mixed up with other common terms like logo and tag line etc. Here is a little breakdown of the terms with a little clarification.
When I first heard the term ‘brand’ I thought it referred to livestock owners torturously marking their cattle to claim their own. Although now — gone through Advertising and Design school and almost ten years later, I know much better. Branding is a term used to define entire feeling and impression a corporation has on its audience. The feeling you walk away with when you have experienced the brand, and it’s overall perceived emotion. Apple is one of the best case scenarios for this. From their packaging to the customer experience.
The logo of a company is the symbol or icon in which the company can be identified by. A logo is generally a design or graphic that is easily recognizable and is generally placed on stationary, signage, uniforms, vehicles etc. Eg. Twitter Logo
Another common term used is the logotype, (also known as a wordmark) is a form of a logo. Where the logo is a word and is typographically treated, rather than a symbol or icon. For example the Google logo is a prime example of a wordmark.
Also referred to as the persona or visual representation of the corporation. Visual consistency throughout the brand includes application of the logo, colours, packaging, photography, advertisements and even its employees can be referred to as the company identity. Setting a corporate identity standards may be essential to any larger companies to ensure consistency. Best Buy has a great visual identity here.
Trademark or Registered ™
These are legal terms used on your logo or wordmark, package or label, and signifies a legal status. Giving the company or product an established stature. Generally, you will see a small ™ which means it is not registered or ® next to a logo or trademark if registered. Eg. CocaCola
Tagline or slogan
This is generally a few words or a phrase accompanied by the logo. Most of the time it is used in advertising for a product or service. Usually the phrase is what the company wants to be known by, a distinct selling proposition or marketing phrase. Slogans can be temporary or can stick for generations. Eg. ‘just do it’ – Nike
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