For many, branding it is simply creating a logo, it is not totally wrong but it is not correct either. Is the creation of a logo strong enough to label brands?
Let’s start at the beginning.
When we speak of brand, we are adopting a (Anglo-Saxon) foreignness of the word “brand”. It originates from the ancient Scandinavian and literally means the act of burning.
This designation was associated with the act of marking, that is how the farmers marked cattle heads with the purpose of identifying their ownership, the great advantage was the appreciation and recognition of breeders known for the quality of their cattle, a species of ancestral certification.
This practice is still used today to identify and distinguish products, goods or services, being one of the main functions of brands.
But the history of the brand travels to the civilizations of Greece and ancient Rome. Already at this time, it was customary to stick to the base of pottery and ceramics the marks that could be small type symbols, such as triangles, crosses, fingerprints or something more complex.
However, it is from the nineteenth century (with the industrial revolution) that its use becomes widely used with mass production and commercialization. That is how the word began to take its first steps and to have an effective application.
Even today there are brands dated from that time, such as Coca-Cola, AEG and Heinz.
What is a logo?
The word comes from the Greek “logos” – word, meaning “typos” – figure. Thus, the logo is the stylized typography of a concept of the name where we can associate a symbol that is the visual representation of the values that a brand represents.
There is still the term badly loved logo.
Yes, this term exists in the Portuguese dictionary (AO) but it is a redundancy since both the word logo (Greek) and the word marka (Germanic) mean symbol in Portuguese. That is why we use variations of the words logo, logotype or brand and never logomark.
The brand as a graphic element
It is the main element of the visual identity of a company, serves to distinguish, be easily recognized and can represent an important asset for any business.
“A brand has 6 levels of meanings: benefits, attributes, values, personality, culture and consumers”
For Touch Digital, Branding is not just the logo, but let’s leave that theme to a new article.
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