WIDFP? - Branding and Identity

The task resources splits up Branding and Identity into three separate definitions.

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

When designing for a company, a brand, a service provider etc. These three areas must be addressed in order for it to be an efficient piece of design work.




Googling 'brand identities' I came across  this design company http://www.theoneoff.com/ which has done lots of branding and identity work for a range of clients.
Their work on rebranding Millie's Cookies stood out purely because it shows a rebrand across a range of materials which closely relates to packaging and promotion.

"Millie's Cookies
Identity, including; logotype, colour palette, typeface, brand language and iconography to complement a new store design. The new logo has personality with a handcrafted, yet lively feel."

(extracted from the website)

This is a good example of branding by JJAAKK, it shows how the brand is a continuous aesthetic across all the products and services that it supplies. I find this particular design a little dull however. I would rather have a injection of colour to make these mundane household items more appealing and eye catching for when they are on the shelf in a supermarket.

Brand Spotlight: Johnny Cupcakes