The corporate brand needs to reflect the qualities and identity of the company. It’s not just a logo – it’s the graphic identity of the company and product, but it’s also the voice of the company; it’s about how the message is conveyed.
Very often brand design starts with a logo, and then expands to include all the communication from that company. It needs to be recognisable and consistent. Creating a brand for a client should also include a corporate style guide, in which you detail every aspect of the brand.