Analysing the complex relationship between logo and brand

Logos are identified as a useful tool within the complex strategy of brand communication. However, the focus on logos has concerned some researchers who attest that a logo is only a minor consideration in place branding where a policy-based approach is required. This paper will argue that logos are critical in place branding in so much as they serve as a tool to help form the foundation of the visual strategy for a place branding campaign. The power of the visual cannot be underestimated and maximising the capacity of a logo through a flexible identity creates a visual repertoire to unite communication strategies and enhance branding. This paper highlights the need to move away from the discussion of the single logo entity and instead focus debate on the integration of the entire suite of visual structures used to create meaning.