Most people think of branding as a logo. And most people think of a logo as visual identity. A logo is one component of your visual identity system which makes up one part of your brand. A great example of this is Weiden and Kennedy Sao Paulo new visual identity which is shown in the video below. They break down the inspiration for the logo design and then show how it is translated across a series of touch points as part of a larger identity system. No this doesn’t establish their branding. Branding is much larger than just a logo, visual identity system or editorial voice. Branding encompasses everything that establishes a relationship with a product, company, or service. The example in the video is one hell of an awesome logo and identity system though.
We see them everyday. They are impossible to avoid, and yet most of us rarely think of them. I’m talking about automotive logos. The badge that is on the front and rear of almost every single piece of rolling stock in the world.
Those logos are not just the visual symbol of the manufacturer, they are the brand that represents what you think of in terms of quality, luxury, economy, fit and finish.
The infographic below from Car Dealer Review shows how various automotive logos have evolved over time. Some subtlety, others radically. Some of the more interesting examples are the older and smaller brands like Fiat, or Aston Martin.