def.  a lightweight handheld collapsible canopy, that covers or protects;  something that encompasses different elements or groups.  a unique design house dedicated to effective design, function and results in print and web design.
Regardless of how many marketing vehicles you use to share your message with the world, consistency is key. You need your identity to work across all mediums. Even a ‘bad’ logo or design can achieve strength and success if it’s consistently used. Being consistent is the most important element in a great brand – without it there is NO brand.