Observation: Logo look-alikes.

Although these logos are visually almost identical, each represents a very different organization. One extols the power of education to young girls in developing countries; the other symbolizes the cycle of renewable wind and solar energy for an energy solution company.

A logo is an important part of building a brand, but it’s only part of the process that is branding. Brands use coordinated visual identity systems to build recognition. They create messaging to establish a marketplace position and differentiate from competitors. They craft customer experiences to deliver on the living brand every time customers interact with them. All these brand disciplines help them build brand value.

So while these two brands look alike, they are actually, substantively, and quite correctly very different. Each has its own personality, speaks to its target market, and delivers on its brand promise in unique ways.


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