Although “company” and “brand” seem to be two very close concepts, there is a very big difference between them: on the one hand, a company dedicates its activity to producing or marketing goods or services, while a brand is its personality. In this way, we can say that the first must be sold, while the second sells itself. Therefore, if a brand is the personality of the company, we could say that the “logo” is its face.
At this point it is important to make an indentation: graphic brand or imagotype are the correct names for what we colloquially call “logotype”. This term comes from “logos”, that is, exclusively the textual part (typographic or calligraphic) of the graphic mark. The iconic part, which is called “isotype”, is a graphic visual element that accompanies the logo. When the two elements form a set, this is called a graphic mark or imagotype, a term that we will use from here on.
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Through a successful design of the graphic brand we can communicate everything that we cannot convey verbally, but that we want our company to reflect. It should be taken into account that not only does the aesthetic appeal of the visual identity matter, but several studies show that consumers make complex associations of a company based solely on an aspect that is apparently as simple as the shape of the graphic brand.
For example, studies from the Hong Kong Polytechnic University show that a graphic brand circular evokes associations related to softness, which leads consumers to think that a company is close and sensitive to the needs of its customers. The same study showed that a form angular creates perceptions of durability and reliability. In this way, the consumer creates associations based on different visual aspects of it: such as color, shape, dynamism, balance, etc., all of these elements contribute to modifying the judgment that this person will have of a brand or product. Therefore, it is essential to choose with great judgment each of the elements that will make up both the graphic brand of your company, and the entire corporate visual identity.
We must also take into account that consumers currently receive more advertising stimuli than ever before, and aspects such as offers, promotions or technical specifications of a product are no longer enough to attract consumers.
“With brand design you can achieve a special emotional bond between the consumer and the brand”
It is precisely with brand design that a special emotional bond can be achieved between consumer and brand or company, in order to create and maintain a great competitive advantage in the market and the more the message is repeated, the greater familiarity and proximity can be generated.
