The Logotype and The Visual Identity Code

A brand can only rarely be summed up by its name: various different elements contribute to its identity, which progressively develops throughout its life. Brand identity is multidimensional. In addition to the numerous evocations and associations, and tangible product or service attributes brought to mind by the brand, identity is also built on distinctive elements such as the logo, slogan or jingle. Representing the brand and communicating its basic values, these elements must be carefully managed starting with establishing an effective visual identity code.