They perform financial analysis, develop financial planning processes and design and implement overall business plans. Business Controllers work as partners with the financial department, sometimes working directly with the Chief Financial Officer, and play a key role in supporting them. They work in a variety of industries, both public and private.
BrandingLogo 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.
I wish to rectify this.
What is a logo? A designer forms the foundation of the brand. In reality, it is much more complicated than that. 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. 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.
What is identity design? 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. Marketing Collateral Flyers, brochures, books, websites, 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. To understand what a logo is, we must first understand what it is for. A logo is for… identification. A logo identifies a company or product via the use of a mark, flag, symbol or signature.
A logo does not sell the company directly nor rarely does it describe a business.
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In a nutshell, what a logo means is more important than what it looks like. To illustrate this concept, think of logos like people. In this same way, a logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.
The logo identifies a business or product in its simplest form. 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.
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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.
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