Brand identity

28 Nov

A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.

There has been some recent discussion on the web about this topic, about your logo not being your brand. Although this may be true, I haven’t seen any clarification of the differences between ‘brand’, ‘identity’ and ‘logo’. I wish to rectify this.

What is brand? – The perceived emotional corporate image as a whole.
What is identity? – The visual aspects that form part of the overall brand.
What is a logo? – A logo identifies a business in its simplest form via the use of a mark or icon.


Robinson’s Shoe Makers

28 Nov

After reading the brief I have come to the solution that it would be best if the two Robinson businesses would join together to become the one company and go global. I don’t think there is much need for two different companies when they are linked with both men and women’s shoes. The other idea I could think of is that the two companies stay split but one deals with men’s footwear and one company deals with the women’s footwear.

Robinson’s Shoe Shop

28 Nov

Robinson’s Shoemakers is and has been a family run business since it was established in 1954. We are passionate about shoes and believe in quality materials and excellent customer service. Since we opened five decades ago we have always remained as traditional as possible in both our approach to making and repairing shoes but also our approach selling shoes. 

We believe in a personal service, ensuring customers leave the shop fully informed, properly fitted with a desire to come back again. We apply these same values to our internet sales, offering support throughout the process and well packaged and swiftly dispatched product to wherever in the world we may be lucky enough to receive your custom.

Over the past 50 or so years our business has developed from a traditional Cobblers in St Brides Street Carrickfergus into a business that offers a Bespoke Shoe Making Service, an Irish Brand of Footwear, an Expert Repair Service alongside two Stores offering a full range of quality Ladies and Gents Footwear.

The is a second shop Robinsons2. this store sells shoes to the female market(30+). The are two separate family businesses.

Robinsons 2 sells ladys shoes, repaires men and womens.

Robinsons Shoe Makers sells mens shoes and makes men and ladies shoes.

Project aim:

There is an obvious crossover between the two businesses. They both feed work together on a daily basis, selling, repairing, making men and women shoes. The second business wants to change there name from Robinsons2. Should they come under the Robinson umbrella. Should they merger together and become the one company. or should they be completely split given Robinson 2 a new name.

The challenge is to offer an identity brand solution that best solves the problem.