The Logo is not the Identity

"Everything on the page contributes to the visual identity. Every ingredient requires a conscious decision and should be infused with the essence and personality you wish to communicate to the audience." —Stefanie Weigler, Triboro

It's a common misunderstanding that a logo will communicate everything about the business or product and even worse, that the other pieces and part of the brand be it packaging, ads, motion graphics, signage, colors and fonts aren't connected in any way to the logo. As Stefanie points out in this brilliant quote, everything designed and put out by a company for a product or their business has a personality and it should all connect back to the same story or personality. Yes, fonts and colors do have personality!