Hood Ornament

Another thought on identity (that didnt fit into the last few articles):

When thinking of your brand versus your logo, consider the hood ornament on your car.

In and of itself (and aside from any advertising messages that may have changed your immediate reaction/attraction to it), it says very little about the performance, reliability and comfort of the vehicle.

Similarly, your identity can’t just rely on one graphically visible ‘thing,’ but a whole system of relating the way you work, think and do business. A brand may also consist of a defacto trademark you take on that inadvertently ‘becomes’ your identity. (ex: A Flock Of Seagulls are remembered much more for their haircuts than their music)

A logo is a great summary of the aspects which make your brand great, but is not a substitute for them. (5 min)