Branding, Identity & Logo Design Explained

Brand Identity Logo Design Explained

What is branding?

Apple - Branding, Logo and Design - Visioneering Unlimted Studios

Branding is certainly not a light topic – whole publications & hundreds of books have been written on the topic, however to put it in a nutshell you could describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.

Many people believe a brand only consists of a few elements – some colours, some fonts, a logo, a slogan and maybe some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image’.

The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in and why they exist. It is not purely some colours, some typefaces, a logo and a slogan.

As an example, let’s look at the well known IT company, Apple. Apple as a company, projects a humanistic corporate culture and a strong corporate ethic, one which is characterised by volunteerism, support of good causes & involvement in the community. These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service. Apple is an emotionally humanist brand that really connects with people – when people buy or use their products or services; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand – not purely their products and a bite sized logo.

For a more thorough understanding of branding, in simple terms, I recommend Wally Olin’s: The Brand Handbook which I quote is “an essential, easy-reference guide to brilliant branding”.

What is identity design?

Identity with branding logo and design with Visioneering Unlimited Studios

One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.

In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.

The identity or ‘image’ of a company is made up of many visual devices:

  • A Logo (The symbol of the entire identity & brand)
  • Stationery (Letterhead + business card + envelopes, etc.)
  • Marketing Collateral (Flyers, brochures, books, websites, etc.)
  • Products & Packaging (Products sold and the packaging in which they come in)
  • Apparel Design (Tangible clothing items that are worn by employees)
  • Signage (Interior & exterior design)
  • Messages & Actions (Messages conveyed via indirect or direct modes of communication)
  • Other Communication (Audio, smell, touch, etc.)
  • Anything visual that represents the business.

All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.


Brand –The perceived emotional corporate image as a whole.
Identity The visual aspects that form part of the overall brand.
Logo Identifies a business in its simplest form via the use of a mark or icon.

Branding Packages

Business Strategy Meets Messaging & Design

Visioneering Unlimited Studios can help you strategize how to better position your business in the market to increase profit, and then build a brand message and design based on that positioning to catapult your business to market domination.

This service is perfect for you if you need more than just a logo. It's a more complete visual guideline for your brand and can include naming your business, design brief, multiple formats, full color & pantone colors, a color scheme to keep all of your branding consistent across multiple platforms, business cards, letterhead, email signature and concepts to show how your logo would appear on billboards, vehicles, apparel and other print advertising.

We're proud to offer three different branding packages for varying budgets and needs, along with opportunities to customize with our branding add-ons and extra marketing collateral designs.


  • 3o min Consultation
  • Brand Discovery Worksheet
  • Color Palette
  • 2 Original Logo Concepts to Choosen From
  • 1 Final Logo Design, plus one logo variation
  • 1 Watermark Design
  • Typography/font selection
  • Brand Styling Board
  • Ownership of all logo and watermark files

Split into two payments of $800


  • Silver Package Plus
  • 1 Tagline Mark
  • A set of Custom Icons or Design Element
  • Complete + Personalized Brand Style Guide
  • Business Card Design
  • Stationery Design
  • Two Facebook Page Designs
  • Brand Launch Promo Materials
  • Ownership of all logo and visual branding files

Split into two payments of $1,600


  • Everything in the Gold Branding Package
  • Ownership of all logo and visual branding files
  • A 1.5 hour Brainstorming Session
  • Silver Website Package
  • Copywriting & Pic Placement
  • SEO Basic Package
  • 1 Digital Marketing Campaign
  • 20 hours of Support after Launch

Split into three payments of $2,500, $1,150 and $1,150

Web Marketing

Visioneering Unlimited Studios Web Marketing

The Advantage of Web Marketing

However enticing your services or the design template of your website, this does not guarantee your inclusion in the Top 20 rankings of major search engines not to mention big revenues for your business.

The competition in website rankings is steep so you need a strategic way to outdo your competitors and maintain your position at the top. And this is the game of web marketing, which Visioneering Unlimited Studios continues to lead.

Our initial goal was focused on providing networking products and services to small and medium-sized companies.

Visioneering Unlimited Studios is a full-service web design and development company. We offer various website packages at affordable rates. We are capable of providing superior yet reasonable costs due to the following reasons:

  • Solid infrastructure designed for fast and easy web development.
  • Existence of a library of website templates that caters to various industries
  • Presence of seasoned web staff who are capable of producing websites at a fast pace

Branding, Identity & Logo Design

A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.

There has been some recent discussion on the web about this topic, about your logo not being your brand. Although this may be true, I haven’t seen any clarification of the differences between ‘brand’, ‘identity’ and ‘logo’. I wish to rectify this.

What is brand? – The perceived emotional corporate image as a whole.
What is identity? – The visual aspects that form part of the overall brand.
What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.

To explain this in more detail, just click on the READ MORE

Visioneering unlimited Brand Identity Logo Design Explained