Brand Identity Elements
The Brand Name
The brand name is the verbal expression of the Brand Identity. There are six name types that are available for your brand name. Every piece of verbal or visual communication with your brand name on it is an opportunity to associate your brand identity with a brand image and experience.
Surname
Contains the legacy of the founder(s) in the brand name who happened to be leaders in their industries.
Descriptive
Utilizes the obvious and logical to penetrate the market place quickly and establish a position of leadership and dominance.
Invented
Contains a distinct brand name that allows it to stand out amongst the industry and quickly establish a position of leadership.
Connotative
Combines the qualities of descriptive and invented brand names to create a unique brand name in the market place.
Bridge
Combines two brand names, generally, as a result of a merger or acquisition.
Arbitrary
Utilities a name with no identifiable link between the products and services, and the brand name.
The Brand Logo
The brand logo is the visual expression of the Brand Identity. There are 6 logo types that are available for your brand logo.
Wordmark
Contains just the brand name without any accompanying visual symbol because the name itself is distinct and unique enough.
Letterforms
Generally utilizes the first letter of the brand name to create a distinct letterform that establishes visual ownership of that letter.
Emblems
A visual mark or symbol which the brand is inextricably connected to. They often look like shields which is where they originate from.
Pictorial
Generally utilizes a common, yet strong visual pictorial icon or symbol to establish visual ownership of that image.
Character
Similar to a pictorial style logo, but the visual image is personified giving it a life of its own that acts as an ambassador for the brand.
Abstract
A visual symbol that conveys a big idea or brand attribute and often embodies strategic ambiguity. This type of brand logo is the most difficult to succeed with.
