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Communicating “Who You Are” to Those Who Need to Know

In today’s business marketing culture, three terms tend to mistakenly get thrown around in a synonymous way: logo, identity and brand. I would like to define these terms, point out the important differences among them and explain how those differences affect the services offered by Studio Seven Designworks.

What is a logo?

A logo is a symbol, typically incorporating a graphic and type, that represents an organization, company or service. It is the symbol that makes people think of your
company when they see it. We see hundreds of logos every day on signs, printed materials and the Internet. Over time, a logo can communicate to a person interested in your product, service or cause the sentiment of, “Yes, you are in the right place.”

What is identity?

Identity, in the context of a business or organization, takes the idea behind a logo and expands it in a much broader way across the entire context of the company. The key word here is: consistency. A company’s identity is built and strengthened by communicating consistency across a variety of media, including print, signage, online, advertising, etc. Identity contributes to how people feel about your company. Components that can influence that perception include consistency in: logo guidelines, color standards, font styles, photography, stationery, business cards, brochures, product packaging, website design, and email marketing.

What is brand?

Brand is something even broader than identity. It is the collective perception built about an organization based on the logo, identity, products or services provided, as well as individual experiences with the organization. Your brand cannot be designed or even really created. It is something that exists in the minds of your customers and even though it is less tangible, brand has immense value.


Studio Seven Designworks is a marketing design firm that can help you build a great logo and identity to become a great foundation to the brand you build.

We start with logo design and then expand that logo into a great identity campaign, which can include design and production for letterhead, envelopes, business cards, brochures, signage, uniforms, fleet graphics, etc. We can also develop an effective online strategy including website design and development, e-commerce solutions, email marketing and online advertising campaigns.

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