Identity dictates all the ways the brand appears to your audiences. Identity – or visual identity, or visual identity system, or brand identity system – is a package of visual devices that an organization uses to communicate the brand, such as graphic imagery, a color system, fonts and yes, a logo.
What is a Logo?
A logo is a graphic symbol, emblem, icon or sometimes arrangement of type commonly used by commercial enterprises, organizations and even individuals to aid and promote instant public recognition.
A logo should represent the industry, or purpose, vision, philosophy and style of the organization.
What is a Brand?
Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services and it differentiates your offering from that of your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be.
The foundation of your brand is your logo. Your Website, packaging and promotional materials, all of which should integrate your logo, communicate your brand.