A Logo is Not A Brand is a 40 page book by Miriello Grafico featuring logos in action and their contribution to the brand experience. The Logo is Not The Brand - the brand is all that comes to mind when you see the logo.

1. a logo
is not
a brand.

2. a brand is
what comes
to mind
when you
see a logo.

3. Miriello Grafico provides creativity and design
experience to help established brands realize
their full potential. We call it brand expression.
A very smart and
successful client
once said to me,
“You know, it’s
not what the logo
says to me that’s
important, it’s
what it says to
my customers.”
– Ron Miriello
2 3

4. consumer audio system
4 5

5. travel & leisure
6 7

6. rancho bernardo inn shady canyon community residential development
BARRATT AMERICAN
CLIENT:
BELLASOL LOGO REFRESH (ROUND 3)
PROJECT:
MIRIELLO GRAFICO
DESIGN:
OPTION 1
irvine company property urban home development golf course development
8 9

7. real estate development
10 11

8. The best designers are
good at figuring out the
problem they’re going
to solve. Very often it’s
a different problem than
it first appears to be.
– RM
12 13

9. 15
maxfli specialty brand
endorsement logo
ROPERTY OF SHOREWOOD PACKAGING - NO CHANGE OR ALTERATION ALLOWED TO TEMPLATE!
1 10+7/8 x 7+5/32 x 1+21/32
R MADE ADIDAS GOLF 13+13/32 x 18+7/16
I D-TEC 15 BALL LID Printed side
006 .016 SBS
14

10. female-oriented maxfli brand
16 17

11. elder care services
browndeer press publisher
18 19

12. 20 21

13. sporting goods
22 23

14. 24 25

15. FLEX
.....
FLEX
.....
FLEX
.....
running athletic brand
26 27

16. Designing for other cultures is like
ordering dinner with hand signals.
Simplicity and clarity pay big dividends.
– RM
FIERA
Fiera Roma ROMA
identity studies for an
exhibition complex in Rome
28 29

17. 30 31

18. AT E N S E N AD A B AY
AT E N S E N AD A B AY
32 33

19. medical apparel
34 35

20. icon library for
telecommunication
company
36 37

21. A logo serves as
the cover of a
great book. It’s
Really Good Logos Explained,
appreciated even
co-authored by Ron Miriello,
explains what makes logos
more after you’ve
successful, and not successful.
All quotes featured in “a logo is
experienced the
not a brand.” are from the book.
full story.
– RM
The book is available at www.rockpub.com
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