A brand is more than a logo.
You have probably heard that statement before and it still holds true. A brand is defined by many intangible and tangible factors that together create an impression in the mind of a person. Intangible factors are the brand promise, expectations, experiences, perceptions and brand personality. Tangible factors are marketing, packaging, retail and of course the visual identity.
When creating a visual identity there are some basic elements that build the foundation for a brand: logotype, symbol, typeface, colours, grid and photography style. Nevertheless, the main recognizing and brand building element is often the logo.
On the other hand, what would be the impact if we exclude the logo? Are there any other visual elements that can contribute to creating a recognizable and unique brand? The answer is yes.
Below are some examples of successful brands who have differentiated themselves through the use of distinct visual cues other than the logo. By using any of these techniques you can increase the possibility to create a unique brand that customers immediately identify as yours.
The colour of your brand can be a very strong cue in differentiating your brand. A unique colour or colour combination can ensure your brand to stand out in your category or even in the entire market place.
A unique pattern can be a strong signal for a brand to be immediately recognizable. It can be applied on different products and advanced into a family of similar design patterns, endowing the creation of a heritage brand.
An iconic form will help customers to recognize your products immediately, despite the absence of a logo. Brands within the consumer goods industry have been particularly successful in creating distinctive forms, allowing their products to stand out on crowded shelves.
A unique, quirky and clever packaging will not only differentiate your product from the rest, it will make it more attractive and can even put a smile on your customer. First impression last and creative design can make a significant difference.
It is easy to believe that the logo is the central element in a brand's visual identity. The fact is that a brand consists of many components that works together to create the brand impression. Successful brands can be characterized through their ability to utilize key elements, such as visual cues, that make them unique and enable them to stand out against their competition.
Let us know if you want your brand to be more than a logo.
Image sources: Lorien, Flickr, Webdesign, Iloveprints, Missoni, agentofstyle, Paul Smith, freecodesource, Burberry, Salon of the dames, Heinz History, The inspiration room, advertolog, Toxel, Behance, Corinne Pant, AH & OH, Hiroko Sanders, BQB