Brand is often misinterpreted as the visual elements that compose a company’s visual identity such as a logo, photos, fonts, etc. The consistent use of these
elements is essential to building a strong brand identity, but it’s only a part of the equation.
A brand can best be summed up with the following attributes:
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What we do
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Who we serve
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What makes us different
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How we look
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What we say
This booklet presents guidelines for correctly expressing the Roadway brand:
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Brand promise and behavior
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Logo use, positioning line and imagery style
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Service portfolio
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Brand associations (visual design and language)
A brand represents a promise made to customers, ensuring relevant, differentiated benefits. Your diligence in managing the brand can move people from brand consideration to brand purchase, preference, loyalty and, ultimately, recommendation.