Brand Logo and Brand Name
The central visual and verbal brand anchors that let customers recognise, distinguish and remember a brand.
Also known as: Brand Mark, Brand Identity Marks
Brand logo and brand name are the two central recognition anchors of a brand. The name makes the brand sayable, searchable and memorable. The logo makes it recognisable at a glance. Together they form the foundation of all further brand work and appear at every touchpoint.
What a good name can do
A good brand name is short, easy to spell, easy to say, distinctive and free for use in the target market. Trademark checks, domain and social handle availability and behaviour in other languages all matter. Names too close to known brands lead to legal and visibility problems later.
What a good logo delivers
A good logo also works small, in black and white and in a single colour. It is not too detailed so that it works equally well on a business card, favicon, banner and packaging. A clear structure with brand wordmark and optional symbol makes consistent use across all media easier.
Relevance for JD Mail and JD Partner
In JD Mail, logo and name appear in templates, sender logos and footers. In JD Partner they shape ad creatives and reports. A clean brand application across all mailings and ads boosts recognition and trust. Versions in different sizes and colours should exist as an asset set so that staff do not improvise and the visual identity fragment over time.