A logo is not a brand
A logo’s primary job is to identify not describe. The brand is the promise, reputation and big idea. It’s a highly-valuable asset that when executed correctly helps to engage target markets and facilitates growth.
As consumers, we respond to brands with loyalty or we reject them completely. Generally, people associate brands with reliability, this serves to deliver on the promise of a consistent standard of service or quality product.
Clear visual communication across all touch-points serves to reinforce the brand while allowing the consumer to feel comfortable in making more informed decisions.