The Most Important Question in Branding
From ideas on ideas:
On the lowest level, branding is confused with the creation of a logo. This is a perverse – yet surprisingly resilient – falsehood. An icon, monogram, or wordmark is in no way a brand—thinking so is akin to believing that a hood-ornament is a car. Yet, this is where a great number of brand projects start: “Yay! We’ve started our company! Let’s brand it with a logo!”
Some are savvier, and even if not, most brand design firms are able to effectively steer their clients clear of this misunderstanding and help them see that a logo is just one piece of an identity, which has a number of equally important touch-points.
Read the article here.
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