There’s often a common misconception when it comes to understanding the difference between brand and identity design. These terms are frequently used together, such as in "brand identity," leading to the assumption that they are the same thing. However, in more technical terms, branding and identity design serve distinct roles, yet they work in harmony to create a cohesive and recognizable image for a company or product. When combined with logo design, they form the visual and emotional foundation of a business's public persona.
Branding, as defined by Just Creative, is the perceived emotional image of a corporation as a whole. It represents the core concept that drives everything a business does, owns, offers, and produces. This coherent idea is the essence of what a company stands for and what it believes in. Branding is not just about a logo or a color scheme; it's about the emotional connection and trust that a company builds with its audience. It’s the reason why customers feel a certain way about a brand, influencing their purchasing decisions and loyalty.
On the other hand, identity design encompasses all the visual devices and elements used within a company to convey its brand. These “visual devices” include everything from stationery design, the logo, flyers, signage, packaging, and website design, to web banners and more. Essentially, anything visual that represents the company falls under identity design. It’s the tangible expression of a brand's values and message, ensuring that every visual aspect aligns with the overall brand strategy.
For instance, consider a print ad we designed for the video game company, Wargaming. This print ad was part of a larger identity design project and was also featured online. It exemplifies how identity design can be consistent across different platforms, reinforcing the brand’s image and message. By maintaining a unified look and feel, identity design helps a company stand out in the marketplace, creating a lasting impression on its audience.
In conclusion, while branding is about shaping the emotional perception of a company, identity design brings that perception to life through visual elements. Together, they create a powerful combination that defines how a company is seen and remembered by its audience.
