logos, branding, and identity

It has often been said: a logo is not a brand. This is true. A logo is a visual marker of your business — a tool to quickly identify and define your service. A logo is also called identity. Your logo should be unique, so that in a split second, it can be recognized (and remembered), even out of context. The brand of your business only starts with the logo. The brand is the presence…from color scheme to visual elements, it gives weight to your logo and is a thread that weaves across mediums to tie your message together. A solid logo and branding campaign should stand the test of time, and be changed very little throughout the lifetime of your business. Some of the most successful brands in the world have only had minimal tweaks over the years. They create impressions that are cemented in the mind of your  customers.