
Graphic Identity ≠ Brand
While the graphic identity is an essential part of a brand, it is only one of the visible components, not the brand itself.
Sometimes logo redesign is referred to as rebranding, however it is only one of the elements continues to help build a strong brand that people can continue to identify with as trends and tastes evolve...
Despite all our best efforts to be rational, a "brand" amounts to the gut feeling that we have towards a company, product or service; that includes how we feel about how they look, the services or products they provide, and what we generally feel about their style and/or actions. When enough people have the same feelings about a company, product or service, they have successfully built a strong BRAND.
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