A logo must fulfill three key requirements: build trust between the brand and consumer, create a common identity, and differentiate the brand from others. A brand personifies a product or company through a consistent character and core beliefs over time as products mature. In contrast, a product is a physical object made in a factory while a brand is an unique personality built on trust and relationships that customers seek out rather than just purchasing.

1. LOGOS

2. THREE KEY REQUIREMENTS FOR A LOGO Trust between brand and consumer Common identity between brand and consumer Point of difference between brands in a set

3. WHAT A BRAND IS A brand is the ‘personification’ of a product, service, or even entire company. Like a person a brand must mature and change its product over time. But its character, and core beliefs shouldn't change.

4. WHAT A PRODUCT IS A product is something that is made in a factory; a brand is something that is made up of trust and relationships. A product is an object; a brand is a personality. A product is sold by a merchant; a brand is brought by a customer. A product can be easily copied by a competitor; a brand is unique.