In brand identity design, the visual communication designer’s role is to understand the lifestyle and behavior of the target market and its competitors, and develop a visual identity system that communicates the values of the brand. The ultimate goal is to attract sales and increase the profitability of the business. A brand experience is more than a logo.
A Brand Identity Style Guide helps keep everything consistent.
Brand - a perceived image and the subsequent emotional response to a company, its products, and services. It is also the promise that a company makes to its customers.
Brand Identity - all of the visual elements used to represent the company.
Brand style guidelines - used as a framework to ensure the brand's image is cohesive and consistent with regard to the name, logo, tagline, color palette, image style, typography, textures, patterns, iconography, packaging, and collateral.
Logo - the central identificable visual element that helps customers discover, share, and remember the company's brand. A logo needs to be simple, memorable, timeless, versatile, and appropriate in order to be effective. A logo is sometimes called a logotype or a trademark.
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