Learn about logo > Logo and connection with brand

   A logo communicates values to everyone: customers, employees, and
 investors. It creates a key role in the brand development of the company's
 products and services. Therefore, maintenance and development of the
 graphic language will contribute to successful brand enhancement of the
 product or service.

   In some cases, especially in larger corporations, brand and company are
 kept divided. This makes it possible to market a product independent of the
 company's own identity. Neither will the customer know what product the
 company produces. A logo can be developed especially adjusted to a
 company's culture, philosophy or values, while other logos can be adjusted
 to the values of each and every product.

   To develop a product can require both hammer and nails, drills and
 screws, but development of a brand requires a whole different set of tools.
 It requires a possibility for expansion and changes in the brand's values,
 continuously renewal in the marketing, as well as brand new ideas that can
 change the brand's conception of itself.

   A logo or brand can play a very important role. There are several
 examples of a products quality, origin, as well as philosophy and values,
 hardly being considered when a customer buys the product. As long as it
 has the right logo, it is less interesting to know what the product really
 stands for. People pay more for a sweater of low quality, or a watch or
 perfume, as long as the logo of a well-known brand is visible. In such
 examples; the bigger a product gets, the longer distance it will be from the
 original quality the product was built on.

   It´s about lifestyle. Through associations, a product logo gets its own
 personality, expressing a lifestyle and values the buyer can associate with.
 Personality is created through advertising campaigns, sponsorship and
 associations.

   Logo and brand is the visual identity of a company, or a group of products
 or services, coming from a source that again aims towards a specific target
 group. Continuous focus and surveillance is required to maintain a
 successful brand. It´s all about making the right decisions at the right time.
 No matter if you are a small or large company, your customer's opinion of
 your brand will play a role regarding your existence. You can have the
 highest possible quality of all your products, but it is not of much help if your
 logo has low value in the eye of the customer. Therefore, develop a logo
 and a brand where there is a connection between what your company
 stands for and produces, and what your logo actually communicates. Make it
 easy and logical for the customer to understand your product.