What seems to be the difference between logo design/corporate identity/branding?
Logo design is an important area of graphic design. The logo is the image embodying an organization. A logo is a graphical element, (symbol, emblem, icon, sign) that, together with its logotype (a uniquely set and arranged typeface) form a trademark or commercial brand. Typically, a logo's design is for immediate recognition, inspiring trust, admiration, loyalty and an implied superiority.
Corporate identity is concerned with the visual aspect of a company's presence. When companies undertake corporate identity exercises and development they are usually modernising the appearance of logo and design. This task does not usually entail a change in brand values, what it stands for or its personality.
Brand identity is the total proposition that a company makes to consumers - the promise it makes. It may consist of features and attributes, benefits, performance, quality, service support, and the values that the brand possesses. The brand can be viewed as a product, a personality, a set of values, and a position it occupies in people's minds. Brand identity is everything the company wants the brand to be seen as. Brand image however, is the totality of consumer perceptions about the brand, or how they see it, which may not coincide with the brand identity.
