This post is a short list of terms and definitions.
Brand
A unique and identifiable symbol, association, name or trademark which serves to differentiate competing products or services. Both a physical and emotional trigger to create a relationship between consumers and the product/service. (http://www.allaboutbranding.com)
Logo
A long term symbol used to represent a brand. It may be just a shape or a word mark or a shape and word mark combination. Think of it as a uniform for your company. It may have variations (black & white vs. color, various sizes), but it is always recognizable as the same symbol. Done right, it comes with a specifications document that defines the exact colors, size ranges and uses that are acceptable to the owner.
Word Mark
A stylized graphic presentation of the actual entity name used to represent a brand. May be accompanied by a symbol to create a logo or may be the logo itself.
