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When one hears the word “brand” it is often thought of as a marketing tool to help sell a commercial product from a faceless corporation. On a college campus, the notion of branding the college is easy to dismiss because it seems to conflict with the mission focused on learning, creativity and academic freedom. However, branding is an important part of any organization that is representing itself to a variety of audiences – whether it’s a Fortune 500 company or a world-class university.
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The Toyota corporate trade name logo is represented by the unique, distinct letterforms shown here. This logo is used to identify all activities at TMS that provide support and technical services to the company and its divisions and subsidiaries and whose functions are not solely and directly related to Toyota dealership or Toyota brand car and truck activities. It is a valuable trademark and is the exclusive property of Toyota Motor Corporation.
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The American Red Cross is one of the nation’s best-known and most-respected charities. Yet in today’s world, where the public is bombarded with information and calls for support, it’s more and more difficult to stand out and be remembered. Consequently, it’s more important than ever that we present our organization consistently.
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Understanding a brand
Brands are a promise you make to your customer. It’s a promise based on what they expect to receive when they hear or see your name. Historically, brands were primarily symbols used to identify products and services; today, brands carry more meaning. The Concur brand is the relationship between us, our stakeholders and the public. Like any relationship, it is based on every interaction.
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