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One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines.Company: JEGS // Agency: Origo Branding Click here to see JEGS’ brand guidelines  Even if you’ve never heard of JEGS, you can tell what industry the company is in based on the visual cues they use throughout their brand guidelines.This is a great use of industry concepts to build coherence throughout their brand guidelines.
There has been some recent discussion on the web about this topic, about your logo not being your brand. Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.
This mark is the avatar and symbol of the business as a whole. A logo identifies a company or product via the use of a mark, flag, symbol or signature.
To understand what a logo is, we must first understand what it is for. A logo does not sell the company directly nor rarely does it describe a business.
These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service.
Apple is an emotionally humanist brand that really connects with people – when people buy or use their products or services; they feel part of the brand, like a tribe even.