Riverside’s Patrick O’Reilly on Identity, Logo, and Branding

By Patrick O'Reilly, Riverside

Introduction

Experienced public relations (PR) executive Patrick O’Reilly established Riverside, California-based O’Reilly Public Relations in 2001. Patrick O’Reilly has since led the Riverside firm to success in a wide range of PR services and specialties, including corporate positioning, branding, copywriting, and brand marketing.

In PR, some confusion exists when companies discuss their corporate identity, logo, and brand. Subtle differences set these three very important concepts apart, and PR professionals are experts at developing all three to place organizations in the best possible light.

Identity, Logo, and Branding

Identity is a culmination of visual aspects that define a product or service: corporate colors, fonts, graphic design elements, packaging, and just about any form of advertising and communication. Not always considered tangible, branding personifies a product or service, giving it a feel and personality, inciting emotion, and even representing core beliefs. The logo is a simple form of representation, a distinguishing mark that can be recognized by consumers. Organizations strive to trigger consumer recognition of both their corporate identity and their branding in the company logo.