A logo forms part of a Corporate Identity or what some sectors refer to as Branding. Elements that often form part of the conceptual development process of a branding solution are "positioning statements" or "tag lines" as well as "brand mantra's". These are short powerful words or phrases that convey the core focus of the brand.

The other design elements that form part of the Corporate Identity or branding may be things like business cards, letterheads, compliment slips, envelopes, digital e-mail stationery and signatures and folders to name just a few. They are generally used for personal communication to third-party suppliers or supporting industries.

There is an almost endless array of other communication channels and touchpoints that can be used to convey the message of a brand and these are only effective if the target markets are accurately understood.