Once a logo has been designed it gets applied to many different applications. These can be as simple as the logo placed in the top center of a piece of paper and calling it letterhead. If all you do is essentially rubber-stamp your logo onto different things, you really have not developed a full brand identity.
A brand identity is the larger, distinct visual look that is associated with a company. Read here about 8 Essential Elements to a Comprehensive Brand Identity. That is a brief overview of the elements that can be put together to make your brand’s identity more robust than just a logo.
When a brand identity really works, you should be able to recognize the brand even if you don’t see the logo. For example, Netflix’s red envelope is a simple yet powerful example of a brand identity. The tricky thing is that while your logo is unfailingly unchangeable, your brand identity must have both consistency and flexibility. Creating a brand identity that is distinct yet varies based on it’s form, is a challenge but can bring big dividends in your brand’s value. The elements that can be part of a full brand identity could be fonts, colors, imagery, and even the voice of the writing.
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