Brands are the tangible representation that strengthen the corporate identity of a business, individual, institution or product. The brand is the first contact a person has with the corporate identity, whether it is through an advert, business card or office sign.
Logos are the graphic representation of the company name, identifying the brand. They are formed of one or several letter types – the strict meaning of ‘logotype’ being ‘type of letter’ – and/or symbols (logo) which are the graphic representation used to identify the brand.
The corporate identity or visual identity is the physical manifestation of the brand. It refers to visual aspects of an organisation’s identity, such as the logo and supporting elements, or the corporate stationary (business cards, letterhead paper and envelopes, files, stamps, etc.).