The name of this book is Brand Identity Essentials,
but a good portion of it is dedicated to logos.
Brands. Identities. Logos. What's the difference?
The word logo is short for logotype—a graphic
representation of a brand. So, essentially, a logo
is a picture that represents the collection of
experiences that forms a perception in the mind
of those who encounter an organization.
Identity is often (mistakenly) used interchange-
ably with logo, but an organization's identity
encompasses much more than its logo. The
organization’s name is equally as important as
the picture used to represent it. Other elements,
such as the color of a company's mailing
envelopes or the music customers hear while
on hold on the telephone, are elements of the
identity. Most of the logos we admire more often
than not are part of a well-designed system.
In such a system, the application of the logo
(as well as these other elements) has been as
carefully considered as the logo itself.