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

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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


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

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
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

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.

Reply Requirements


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