Corporate versus brand identity

Some time ago I took a stroll down Guildford High Street and photographed a cross section of the logos on the shop fronts. Because Guildford High Street has some of the highest rents in the UK most of the shops are let to upmarket brands. Here are a few examples of the logos I saw:


Why did I do this?

I wanted to analyse what links and differentiates these logos. What can we learn from this?

Additionally I wanted to explore what a corporate identity and a brand identity are. How they are defined—if this is possible.

So what links the logos illustrated? They are all relatively simple images. They are all primarily or entirely typographic. The use of strong, flat colours is almost universal. Tones and complex images are rare or absent. Reds, yellows, greens, blacks and blues are prevalent.

What differentiates these logos? Although they are almost entirely typographic, they all employ very different typefaces. The combination of design and colour makes them (mostly) very distinctive. Arguably the most different of this set is the Pizza Express logo which employs an Art Nouveau motif and typeface. Peter Boizot teamed up with Italian restaurant designer and cartoonist Enzo Apicella in the 1960s to design the PizzaExpress identity, so it is probably the oldest logo here.

Corporate v brand identity

The Oxford Dictionary defines corporate as “Relating to a large company or group. ‘airlines are very keen on their corporate identity’”

Whereas brand is “A type of product manufactured by a particular company under a particular name. ‘a new brand of soap powder’”

So strictly a brand aways belongs to a company or corporation. But it is more complicated than this. One view is:

Brand Identity

Brand identity refers to the perception of a particular product, service or idea a company or individual business owner provides. In creating a brand identity, the goal is to distinguish your product, service or idea from similar products, services and ideas from other businesses while communicating the ethos of the product.

Corporate Identity

Corporate identity is similar to brand identity. However, corporate identity refers to the perception of the entire company, not just one idea, product or service the company provides. This extends from the logo design to how the telephones are answered. One business may have many different brand identities wrapped up in its overall corporate identity.

Although often, the two terms—brand and corporate identity—are used interchangeably, they are two different concepts.

While branding relates to the emotional relationship between customer and a business, the corporate identity is all about the look and feel of the business. The latter helps a customer to distinguish his favourite brand from the crowd of other businesses.

The brand name evokes an emotion of trust and reliability, whereas the identity speaks of the product’s individual quality, its ethics and its focus. These two concepts are however interrelated; when the product is able to establish its unique identity, it is recognised as a brand.

When we think of the identity of a company the first thing that crosses our mind is the custom logo design. The logo is the unique icon that represents the company in the market, helps convey its business message to the customers and ultimately helps sell the product and services to them.

A custom logo can take your business far and accordingly you should be prepared to invest time and money in it.

What’s in a Brand?

Both corporate and brand identity consist of the same basic parts. A major part is made up of logos, colour palette and other images. This is a powerful part of branding, because much of the information people gain and remember is visual information. Another section of branding is slogans. Because various factors influence consumer perception, branding also involves items such as pricing, the quality of what the company produces or does, customer service and data availability.


A major difference between corporate identity and brand identity is in the way they’re developed. Companies may assign different marketing agents to each idea, service or product they want to promote. These agents can work independently of one another. To develop a corporate identity, however, at least one chief executive officer or other member of upper management must oversee the development of all brands. It’s the job of this upper management member or CEO to ensure that the marketing agents develop the brands according to the philosophies, vision and goals of the business.

Importantly, consumers need not be familiar with all brands a company offers before they associate a corporate identity with the business. In fact, certain consumers develop their concept of a corporate identity based on their experience with just one or two of the company’s ideas, products or services. For this reason, businesses that want to develop corporate identities pay close attention to every brand they initiate.

Sources: bizfluent Mash Bonigla Wikipedia.

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The New Mini Logo Design Unveiled by BMW — Design Blog | The Logo Smith | Freelance Logo & Brand Identity Designer – The Logo Smith

Our favourite little car gets a new Logo Design, courtesy of BMW: BMW: Current interpretation of the brand emblem combines stylistic elements from the early phase of the classic Mini with a future-oriented appearance that focuses on the essentials. [This] latest chapter in the varied history of the MINI logo will be visible on all…

via The New Mini Logo Design Unveiled by BMW — Design Blog | The Logo Smith | Freelance Logo & Brand Identity Designer – The Logo Smith

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Ultimate Moussaka, 31p [VG/V/DF/GF*] — COOKING ON A BOOTSTRAP

As the granddaughter of a Cypriot immigrant, I know my claim to have made the ‘ultimate’ moussaka is indeed a bold one. My grandfather would laugh in my face at the very notion of this vegan offering being considered anything close to the original, but, being a former chef himself (he once had a restaurant […]

via Ultimate Moussaka, 31p [VG/V/DF/GF*] — COOKING ON A BOOTSTRAP

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Food on the move

With the trend for street food and diverse offers from Argentine barbeque to Vietnamese curry, there has been an upsurge in the number and variety of mobile food trucks at village fetes, street markets, events and even in lay-bys and car parks across the country. Independent consumer research in the UK shows that almost three-quarters of consumers buy food to go at least once a week. A high percentage of these are from specialist mobile food outlets with very limited, specific menus, which they have in many cases honed to a fine art of speed and quality of delivery.

The advantages of the food truck for a start-up business is of course the relatively low cost of set-up and running compared with opening even a pop-up restaurant. This of course means it carries less risk and is a fast track route to start trading, compared with finding premises, applying for any planning permissions such as Change of Use, Permission to Display an Advertisement or even a full application for structural work such as a new shop front or installing a new extract system. You also avoid the cost and time needed for a building refurbishment, including applying for Building Regulations & Fire Regulations approval and liaising with the local Environmental Health department.

While much of the above is avoided or made simpler with the food truck option, there is still the cost of buying either a ready converted vehicle or having one purpose-reconfigured for your unique offer. This can range from using a car or van you already own and doing the majority of the work in-house, through sourcing a vehicle that is already converted and rebranding it as necessary – eBay offer these from just over £4,000 for a trailer – to buying a fully converted vintage Citroën HY van from companies such as Vintage Food Trucks Ltd from approx. £45,000 complete with the kitchen and a special paint job.

The range of vehicles being used for mobile offers is also incredibly diverse. Vintage Food Trucks offer conversions from a stock of American school buses, Airstreams, and pick ups, English Bedfords, British Land Rovers, French 2Cvs, Citroen H, Estafette, Peugot J7 & J9 vans and Italian Piaggio Ape three-wheelers. They source the vehicle and carry out all the work to your requirements and can even put you in contact with an agent who will offer a door to door delivery – at a cost of course.

At the other extreme, Jacquie Hammersley of Minor Bites in Surrey, says she set up her mobile cafe from the back of her family’s Morris Traveller, “partly to help my daughter launch a business selling home-made cakes and also to regain control of where and when I chose to work after being made redundant”. She researched using ‘Millie’ as her mobile premises and found examples from complete mutilations to ones that retained the integrity and character of the vehicle. She invested £3,500 in having a dual gas and electric Fracino 2 group espresso coffee machine installed, which means she can be self-sufficient and can ‘pop-up’ anywhere. Her husband carried out the rest of the conversion work at minimal cost. Jacquie also chose to source a locally roasted coffee called Cupsmith, and approached the National Trust for permission to launch her offer from their picturesque Wharfe location next to the Wey Navigation in Godalming. They were very enthusiastic and supportive, particularly because the Morris Traveller is a classic British car. She started trading in July 2016 and has now moved on to also catering for weddings and parties, using social media to promote and inform her customers.

Marsha Hall and her partner Geoff of the Tiger Lily Bus Company based in Epsom took four years to realise their ambition of using a vintage bus as a mobile bar/café. Having initially come up with their unique offer of stocking only English wines and food products, their next task was to find the right vehicle. Their search ended when they saw an advert for a Burlingham bodied 1954 Leyland Royal Tiger single decker bus. Rescuing it from Cornwall, they handed it over to Mark Whistler of Qualiti Conversions in Botley, Southampton to carry out the restoration and conversion. Plans for the interior layout were meticulously detailed, as Marsha and Geoff were very clear about what they needed in terms of refrigeration, plumbing, storage and serving facilities. Marsha says “The engine is horizontally mounted which meant that we have less storage space. It was a case of sourcing refrigeration of the right height and playing around with positioning although we did have the problem of the wheel arches at the back so Qualiti needed to build an area to support the double fridge and keep it level.” They had the two rear windows remade as serving hatches and seating booths for up to 16 people reconfigured using the original seats and tables replicating the original destination blinds, which were still on the bus. Including the hand painted signs by Aristocrat Signs, the restoration took over 1,100 man-hours and was completed in March 2016. They now cater for weddings, birthday parties, fetes and any other outside event with space to accommodate them, with the advantage of being able to offer some shelter for their customers should the British weather prove inclement.

Starting out as a mobile offer creates the opportunity to experiment with an innovative food concept or menu without risking huge expenditure. It is often used as a springboard for an offer that then moves to permanent premises and can eventually become a High Street brand or even a franchise chain. What is obvious from the interviews above is that having a clear vision for your food offer and making it as original as possible is the first step to a successful venture. The combination of this with an interesting, well-converted vehicle and a clear brand is what will set you apart from the competition. David Kerfoot of Tangent commented “Personally I am drawn to the older and quirkier vehicles at an event, especially if they sport a chic paint job and beautiful graphics. It’s only then that I register what they are actually selling.” However, a carefully planned and well executed conversion, with a kitchen that is efficiently laid out and easy to work in is essential for the speed of delivery without compromising on the quality that is needed at a high pressure event or function. While it starts with the food, success is clearly linked to the design and execution.

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Pistachios in the park


Tangent are delighted to announce the launch of a new website for Pistachios in the park designed for Wordbox.

Pistachios in the Park is a café franchise operation located throughout London and the South East. They have become a meeting place for so many local residents, special interest groups and pre and after school clubs, plus sports enthusiasts and dog walkers.

Their cafés host regular events throughout the year including the school holidays, summer barbecues, themed parties, Easter egg hunts and quizzes.  With an emphasis on community, Pistachios in the Park are your go-to local cafe where our good old fashioned charm and service with a smile will really make you feel at home.

The website is designed to support this approach with an Instagram feed featuring lots of local images and a news blog to keep up with events and news for each park.

Pistachios in the Park is a successful franchise operation with a presence in key Green Flag parks across London and the South East. Each site is carefully selected based on factors that we consider critical to the success of the business.

If this is of interest please contact: Aysin Djemil, 07766 221825

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The power of the brand: Silent Pool Distillers

Yesterday we attended an inspirational talk by Ian McCullagh, Founding Partner at Silent Pool Distillers, makers of Silent Pool Gin. His theme was the wisdom of investment in the brand and its benefits.

Silent Pool have invested heavily in brand and packaging design and this has meant that in a nutshell word has spread about the product and buyers from the big players are on the phone placing orders. Their investment has meant that the have very quickly moved to being positioned as a premium brand and means that they can sell on quality not price. This is very valuable in negotiations with hard nosed buyers.

Take a look at this video for a taste:

This is their website.

We wish them well.

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Pizza with a smile

Pizza Time article

We were delighted to be featured in the February issue of PASTA & ITALIAN FOOD magazine. This is the magazine of The Pizza, Pasta & Italian Food Association (PAPA), originally formed in 1977 as the Pizza Association, but changed its name to include pasta and Italian foods in the late 1980s. Today the association is the only formal trade body in the UK representing the broad pizza, pasta and Italian food and drink industry.

This is the full article:

Pizza Time

Pizza with a smile

Back in 2008 Irfan Nakip and Huseyin Borachan, the owners of Pizza Time had an existing, successful pizza outlet when they asked Tangent Partnership to redesign the whole interior, exterior and signage in a way that would allow them to expand their concept into more outlets. Their plan was, initially to grow organically by opening more outlets owned and operated by them, with a view to offering the brand on a franchise basis once they had proved the concept in a number of locations.

To be successful, any concept requires a strong core proposition. In food service this can be expressed in terms of quality, value, service and cleanliness, (this is the original Ray Crock McDonalds mantra).

A tasty base

Pizza Time already had this strong core proposition, so our task was to provide a visual presence that would support and promote these qualities. In effect, we were looking for ways of expressing the Pizza Time brand values in the use of materials, finishes and design.

We commenced the project by carrying out some basic research into the market. It revealed that on any suburban High Street you can find a multitude of hot take-out food; shops which eke out a living, but because they are often dull, dark and possibly grubby, will never inspire enough confidence with the public to become a respected brand, even within the local area.

Our clients agreed with our view that we needed to differentiate the Pizza Time offer from these also-rans that can be found on the High Street. Working closely with them, we developed a clear design brief that would lead to a strong physical presence which is highly visually accessible and inviting, using large windows affording views into a light, bright and perceivably hygienic preparation and cooking environment. The continuity of running finishes through the shop front into the front of house area and onto the service counter works to draw the customer in.

Pizza Time Farnborough - 061Pizza Time Farnborough - 014

The perfect topping

Materials were selected that support the clean, hygienic concept but that are also warm and natural, reflecting the wholesome and natural nature of the raw ingredients and the pizzas baked within the outlet, with fresh dough produced every day. Other considerations in the selection of materials and finishes were high quality and durability. We aimed to endorse the quality of the brand and ensure that the shops retained their initial appearance with a minimum amount of maintenance.

The Pizza Time success story is largely based on the dough which is freshly mixed, proved and formed in each store. Obviously sites vary in configuration but they are always planned to allow a clear flow of production from dough mixing, through to the finished product leaving the unit. In the more recent outlets we have adjusted the flow of the production process so that customers and passersby can see the dough forming and toppings being applied.

Our design approach employs a clean, bright and modern look, using fresh food images to convey the qualities of the product. Large graphic panels are used within the shop to stress the fresh nature of the ingredients, while introducing splashes of colour into the interior. We have also recently redesigned the brand logo and managed its trademarking, and are currently working on the design and build of the Pizza Time website and online ordering system.

Important aspects of the front of house design are to use a relatively high level of illumination, using fittings with good colour rendering characteristics, and a sound absorbing ceiling system that aids clarity for orders.

While much of the Pizza Time business comes from online and telephone orders, it is still an essential aspect of the local marketing to have a High Street presence which stresses the brand values. The deceptively simple shop front design, using large format, white ceramic tiles with the linear format emphasized and protected by aluminium trims creates a neutral backdrop for the strong signage of the Pizza Time brand.

The plan to develop and operate their own stores and then to introduce franchising has been successfully achieved, with three company owned stores in Bordon, Alton and Farnborough, three franchise outlets and more in the pipeline. This came to fruition when Pizza Time was approached by Franchise Angels, a company specializing in assisting brand owners to roll out their concepts to licensees. It was the strong visual presence of the Pizza Time shops on the High Street that drew Franchise Angels’ attention to the brand.

As with any other brand, it is important when licensing the concept to ensure that all the brand values are maintained. This means that shops need to be designed and fitted out to the same high quality standards as the first units and use the same production processes and online ordering system as the original. Obviously this is important to all the stakeholders – the original brand owners and the licensees alike. Franchise Angels ensure that this is the case with firm but fair licensing agreements and assisting licensees with any technical problems. Tangent Partnership is also involved in ensuring these standards, with feasibility studies, clear design, material and equipment specifications, full drawing packages and assistance with all necessary planning and Building Regulations approvals.

If you wish to manage a Pizza Time franchise or to rejuvenate your own outlet with the Pizza Time management benefits then contact Pizza Time (Franchising) Ltd on 01252 720 822.

Pizza Time
2a Bath House, Petersfield Road, Whitehill, GU35 9BU
T 01420 488 855

Design by Tangent Partnership Ltd
T 01428 707844


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