The Difference Between a Brand and a Logo
There are a lot of misconceptions surrounding brand identity and logo design—they’re often used interchangeably like synonyms. That’s simply not the case.
They are two very different things, but they must work together in harmony for your business to be successful. Here’s the nitty gritty on a strong, consistent, and thoughtful brand identity.
What’s a brand?
Your brand is the foundation of your business. If we had to explain a brand in one word, we’d say it was the experience. It’s the way you make your customers feel. It’s what they imagine in their minds when they think of your business. Marty Neumeir (who wrote the book on this idea) says, “a brand is not what YOU say it is. It’s what THEY say it is.”
Your brand is so much more than a logo. It’s your purpose, values, tone, what you promise to your customers, and how you deliver it.
At the end of the day, your brand is the reason that someone will choose you over your competition.
What about a logo?
As Neumeir says “a logo, or any other kind of trademark, is not the brand itself. It's merely a symbol for it." That’s not to say that a logo is unimportant! The symbolism and style of your logo are ways that you can influence the feelings people have about your company (in other words, your brand)! It also acts as a visual shortcut that helps potential customers quickly identify you.
Your logo is like the face of your brand, which helps differentiate you from your competitors and helps you look like the professional you really are. But without the brand—the emotional experience—the logo doesn’t have real meaning; it’s simply a graphic.
How do they work together?
When you define your mission, values, personality, and target audience (which we always dive into as soon as we start working together!) you’re creating the foundation of your brand. Then we translate that into a visual format—including a logo—and that makes a memorable brand. Together, they’re a system that represents you.
Here’s a quick way to test your brand:
Take any piece of visual communication and cover up your logo with your hand. Even without a trademark, those familiar with your brand should be able to tell who’s talking just by the look and feel of the materials.
Before you design your brand identity, make sure you take the time to think about the experience your customers will have, as well as how you’d like to incorporate yourself into your brand.