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46 · A logo is not a brand
01 / 05
Unpopular opinion
A logo is not
a brand.
a brand.
It is one asset inside one.
02 / 05
What people ask for and what they need
A logo
One mark, one file
No rules on use
Every department improvises around it
An identity
Mark, palette, type and voice
Written rules with examples
Templates for what people actually make
03 / 05
The parts
What an identity contains
Print
04 / 05
The test
You have a brand when
01
Two people in different departments make the same choice
02
A new hire can produce on-brand work in week one
03
Your material is recognisable with the logo cropped off
04
Suppliers stop asking which version to use
05 / 05
Start
Need the whole system, not just the mark?
Everything the company touches, in one voice.
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