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week 1 discussion differentiating between a logo and a corporate identity

Week 1 Discussion – Differentiating Between a Logo and a Corporate Identity

Learning Objectives Covered

  1. Analyze the relationship that exists between a logo and a corporate identity


A logo is considered to be the visual representation of a business. Its main purpose is to identify the company to the general public. A logo is most often made up of the company name and some sort of graphic element, symbol, or icon. In a logo, font, color, and overall composition all work together. Ideally, a logo is unique and easy to recognize, inspiring confidence and positive feelings in all who view it.

Corporate Identity
A corporate identity extends the logo across a variety of marketing materials and products to ensure that all products are consistent in design and thus are easy to recognize for consumers. A corporate identity is the company’s image and includes anything visual that represents the company.

Relationship Between Logos and Corporate Identities
A logo is key to creating a common visual representation of a company; a corporate identity shows the boundaries for how the logo can be used and how it should appear to the public. In this way, logos and corporate identities have a symbiotic relationship meaning they both depend upon one another to broadcast and promote a business. For example, while the logo for Nike is the iconic swoosh, the corporate identity for Nike shows how and where the swoosh should be used in a variety of settings. When working with a company, the logo is generally the first element designed. Going through the logo research and development process helps clarify the company goals and overall mission. Once the logo is developed, this information also guides the corporate identity, helping set the tone and mood for how all supporting elements appear.


For this discussion, imagine you have been hired to first create a logo for a new ice cream shop. At your first meeting, the owners told you their favorite colors were pink and orange and they really like wacky and wild designs. The owners are looking forward to working with you but are not really sure what information you need from them to best complete your design work.

In approaching this task, what other pieces of information might you need from them to help you develop their logo? What questions would you ask to access that information? Once you have a strong direction for the logo, what sort of things would you need to consider to create a cohesive look and feel throughout the dishes, bags, signage, and postcard advertisements?

For your citation, you might use articles that show examples of the logo and corporate identity design process. You can also find articles from experts that suggest what questions to ask clients when developing a logo.

Your initial and reply posts should work to develop a group understanding of this topic. Challenge each other. Build on each other. Always be respectful but discuss this and figure it out together.

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