If You Stop at the Logo, You’re Missing the Brand Mark
A brand is more than the logo, and a brand guide is more than just the look.
Frequently we hear potential clients use “brand” when they really mean “logo.” This view of what a brand is carries over into their requests for a brand guide. Our work typically focuses on providing a visual brand guide for implementing logos, colors, and typography.
Marty Neumeier in The Brand Gap sums up brands as “a person’s gut feeling about a product, service, or organization.” This means that the brand goes significantly beyond the look or logo. It includes the intangible, as well as all visual, written, and verbal elements involved in your business. What you say and how you say it are just as important to solidify and articulate as how your website and print materials look. Your brand’s vision and mission are acted out during everyday activities of interacting with clients, customers, and visitors, so it’s important to have clear guidelines for how those interactions are made.