Brand, Identity and Logo



What is the meaning of Brand?

The definition of what “Brand” means has changed over time. The word in its original usage referred to the given distinguishing name of products or services from a specific company or source. As advertising and consumerism in our society increased, people realised when selling their products that they could influence certain perceptions, reactions and reputations for  attributes and qualities of what they were marketing. This new folded perception and reputation of products and services began to be referred to as “the brand” of the products/companies/services.  However the brand is determined by the customers and audience, a designer or company can only try and encourage certain elements of what they want their reputation to be.

Seth Godin: A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another. If the consumer (whether it’s a business, a buyer, a voter or a donor) doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that consumer.

What is the meaning of identity?

The word identity refers to the visual devices used to represent a company, this framework of cohesive design and image is built by Style guidelines that keep a company and its product looking and working together consistently. The identity of a company is displayed across all its mediums, from products, advertisements, uniforms, stationary, online, business cards etc. A company to have a successful identity includes having a consistent design that has flexibility to suit a variety of needs and mediums.

What is a logo?

A logo is the central identifiable visual element of a company, it serves to promote an audience to discover, share and remember a company. Successful logos are Simple, Memorable, Timeless, Versatile, Appropriate.  A logo represents a person, company or organization and often includes elements of their concept, product or similar related elements to help identify the purpose of the company.



Cows and companies: Carnage




To describe the brand of Carnage is difficult as the brand is determined by the audience,  not the designer. However the designer can try to influence and mould what they hope their brand’s reputation to be. The aim for this product was to attract a wide range and variety of customers, and that the product would be perceived as Classic and timeless, yet with a modern twist that still keeps it popular amongst younger customers.



The identity of carnage is designed to be minimalistic, simple and clean, void of distracting visual elements and busyness across all mediums. Three simple colours are bold and eye-catching and used in contrast against each other throughout all products and stationary. Typefaces are used throughout all mediums that are classic in their design that promote the identity of the company being timeless and classic.



The Carnage logo consists of a white skull that appears to be melting on either a black/blue/red background with the product name Carnage underneath, followed in a smaller font the tag line “Ice-cream to die for” The logo embodies the brand name, and the visual elements of the logo relate back to the type of product itself, helping the customer identify the product’s use. The logo design is clean and uses only two colours making it easily memorable and bold.



I created a combination mark that consists of a visual skull melting with the product name ‘Carnage’ and the tag line underneath it. This design was based off a gothic concept and this is represented through the brand name as well as the large Serif font used for the hero font, including as well the smaller more classic serif font used for the tagline. The visual element of the design (the skull) also shows this gothic concept. In order to stand out and catch the viewers attention the lines and forms of the design are bold and strong, making the font easier readable. The logo is purposely designed to appear without 3D form to best suit the gothic theme. However the usage of bright colours (red and blue) help balance the darkness of the original concept. The design is surrounded by lots of negative space that brings attention to the design itself, and helps draw the viewers attention to the logo itself as well as a high contrast between the skull and the background colour. The design of the logo allows for flexibility in shaping it to suit different mediums and sizes by the shape of the visual logo and the text being able to move around the core visual element.


Pepsi Re-brand



Pepsis new logo can be classified as a Combination mark, as it consists of text and an image. The new logo consists of an entirely new typeface, this typeface is sans serif and very rounded in shape, particularly in the first three letters, however this is an awkward contrast when compared to the rest of the word which is small and narrow, ending in ‘si’. The counters in the P and E are too large, especially compared to the line weight of the text. The shape of the letter P is quite wide due to its large counter, however the letter and all together the word feel unbalanced due to the descenders of this letter being short and stubby. Another element of the text that makes it appeared unbalanced and therefore uncomfortable on the eye is the absence of a capital P at the start of the word.

The image inside the logo itself is more pleasing on the eyes, as the design is simple and clean. The different sides of the circle are well balanced, and the white curve separating them with its differing’s in line weight is intriguing to the eye and places emphasis on the circle. The different elements making up the circle design mesh well together in unity to create a balanced shape that is pleasing to the eye.

The colours remain faithful to the old design, the bright red and blue are eye catching and their use together is effective and attractive.


Successful or not?

Pepsi’s rebrand is unsuccessful, due to their logo being uncomfortable to the eye and the lack of identity that this rebrand should have restructured.

A few positives did come from Pepsi’s effort to rebrand themselves. Their new logo is definitely cleaner, and simpler in their design, they also shed their outdated  3D special effects that they had on their logo. These were all steps in the right direction, however they seemed to have then lost their map and again veered off in the wrong direction. Their typeface became too oversimplified and ended up becoming unbalanced making it uncomfortable to read and look at, which is definitely what is wanted in a logo.  This unbalanced feeling continued with the placement of the title of the logo skewed to the side. This continues throughout the different mediums that Pepsi represents themselves on, each different product packaging, advertisements and mediums lack a strong identity and continuity between them. Pepsi had a lot of potential in this design however they failed to realise and understand what makes a strong brand and identity. A look through Pepsi’s history shows their lack of identity and direction, and a rebrand was the best way to fix this and set themselves on a strong new path.




“Corporate reputation refers to the expectation, attitudes and feelings that consumers have about the nature and the underlying reality of a company as represented by its corporate identity” Topalian, 1984).

This quote defines Corporate reputation, a term interchangeable with ‘Brand’. It defines the way consumers expectations, attitudes and feelings about a companies products or services are defined and moulded by the companies own corporate identity, which is the visual elements that define and represent their corporation.


Bibliography and Image sources

Apple (Australia). (2016). Apple (Australia). [online] Available at: [Accessed 21 Sep. 2016]. (2016). Forbes Welcome. [online] Available at: [Accessed 21 Sep. 2016].

Hardy, T. (2013). Coca Cola vs Pepsi | Logo Design Case Study | Canny Creative. [online] Canny Creative. Available at: [Accessed 21 Sep. 2016].

JUST™ Creative. (2010). Branding, Identity & Logo Design Explained | JUST™ Creative. [online] Available at: [Accessed 21 Sep. 2016].

Lamson, G. (2013). Designing a Brand Identity. [online] Creative Market. Available at: [Accessed 21 Sep. 2016]. (2016). Nike Women discover the new collection Fall Winter 16/17 | [online] Available at: [Accessed 21 Sep. 2016].

Rocheleau, J. (2015). Pepsi’s Diverse Homepage Layout Design. [online] Web Design Ledger. Available at: [Accessed 21 Sep. 2016].

Stace & Co. Marketing consultant and coach Sydney. (2014). Logo Evolution. [online] Available at: [Accessed 21 Sep. 2016].

Visible Logic. (2013). What is branding? Defining Logo, Brand Identity, And Brand. [online] Available at: [Accessed 21 Sep. 2016].

Wikipedia. (2016). Pepsi. [online] Available at: [Accessed 21 Sep. 2016].

Wikipedia. (2016). Pepsi Globe. [online] Available at: [Accessed 21 Sep. 2016].


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