A brand is much more than a logo.
A brand is the distinct set of feelings, perceptions, attitudes and associations people have when they see a logo or think about a company. Think of a brand as being like a personality or like a tone of voice.
Many of the elements of a brand are deliberately constructed and communicated. Others are formed organically as a result of the experiences that people have while interacting with Rice. This means that every member of the Rice family represents the brand — and we represent it in all of our communications.
We must apply the Rice brand consistently. We must convey the same personality and tone of voice with every communication with every audience, whether it's in advertising, public speeches, brochures, website copy, T-shirt designs, emails, news releases, stationary, swag, or even in our personal behaviors and attitudes.