A lot of our clients are confused when it comes to using the terms ‘logo’ and ‘brand’, often using them interchangeably, thinking they are one in the same. We have put this blog together to clarify and explain the difference between them.

What is a Logo?

A logo is an easily recognisable graphical mark that identifies a company, product or any other public or private entity. It is generally a combination of typography, graphic symbols, and colours. Simplicity and clarity are key to a really good logo enabling it to stand out and be memorable. Your logo is also an important part of the visual identity of a brand.

If your designer is creating a new logo for your company or product, this is not a brand. The logo is a very small part of the overall brand that conveys a particular feelings, ideas and experiences in the eyes of the consumer. The strength of a strong logo comes from the clear definition, uniqueness and articulation of the larger brand strategy.

The logo can be compared to the tip of the iceberg. The iceberg itself comprises the overall brand, while the visual portions above the waterline represent the logo as part of the visual identity system.

What is a Brand?

A brand is the gut feeling and emotional connection that fuels the perceptions, ideas and opinions a person experiences with the products, services and activities of a company. This combination of emotional cues is triggered when a person interacts with all the touchpoints of a brand. These can be the brand name, logo, visual identity, physical products, Social Media channels, Websites, Apps, staff, advertising and more. It is the consistent tone, visual imagery that represents the competitive advantages a company has in the market.

“Your brand is what other people say about you when you’re not in the room.”

Jeff Bezos CEO/Founder Amazon

What is a Branding?

Branding is the process of building a brand. While brands are formed over time by consumers’ perceptions, companies can also help this process along by crafting the visual image they want to give to their consumers. Branding is an active process and involves activities and decisions that affect how companies communicate with consumers, the words and tone they take when ‘speaking’. Branding also includes the way advertising and marketing communications (MARCOMMS) are designed, how they’re deployed, and where they’re presented. Essentially, branding is an umbrella concept that covers how you build a brand.

What is brand identity?

A brand identity is the result of a consistent branding strategy and includes all the off-line and on-line touch points your company creates to build an identity that is both memorable and cohesive. Brand identities encompass a variety of items that serve a unique purpose. The brand identity covers elements such as the logo, colour palette, identity system, the way the logo is deployed and used on print and digital environments.

Conclusion

As you can see, a logo, brand, branding and brand identity are all unique aspects of a bigger picture. Your brand and how it’s perceived by others is the culmination of all the activities you do as a company and business.

While your brand is the result of hard work and your consumers’ perceptions, knowing how to use the different branding tools available to you will help you create a company image that will help your business and resonate with your audience.

Are you about to start a logo or branding project? 

We’d love talk to you about your logo/brand. We have 23 years of experience creating logos & brands for our clients – and we’d love to do the same for you.

Let's discuss your brand

Brand Identity Design, Logo Design,

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