Logo Vs Brand
Logo vs Branding
If somebody ask us to describe the difference between a logo and a brand, would we be able to answer them? Throw in the idea of an brand identity package, and many of us end up even more confused.
There is a lot of confusion surrounding these terms and what they mean. They are often jumbled together as being one and the same. However, there are clear distinctions between them.
A logo is not your brand, nor is it your identity. Logo design, identity design and branding all have different roles, that together, form a perceived image for a business or product.
What is a logo?
To understand what a logo is, we must first understand what it is for.
A logo is for… identification.
A logo is a design symbolizing ones organization. Logo type is a graphic representation or symbol of a company name, trademark, abbreviation etc.
A logo does not sell the company directly nor rarely does it describe a business. A logo should not literally describe what the business does but rather, identify the business in a way that is recognisable and memorable.
A logo design is only part of a brand identity, but plays an important role as the visual representative of a business in it’s simplest form.
A logo is an easily recognizable, reproducible design element, often including a name, symbol, specified colors or trademark. It is a quick, visual representation of a brand’s message and position. A well designed logo should evoke some memory or emotion from the viewer depending upon their relationship with the brand.
“A logo is a key part of your branding and brand identity but its not your brand”
A logo represents the visual personality of your brand.
What is a Branding?
Branding is a more holistic perspective of how your customers experience your company. A brand includes every single touch-point your customers have with your company.
A brand is the emotional and experiential qualities that fuel perception and ideas that others share and experience about a company. It is a consistent tone or visual voice that represents its competitive advantages and the company’s position within the market.
A brand is the culmination of every interaction with, experience of, thought about, and marketing practice by a business.
• From the business owner’s perspective, a brand encompasses the positioning, the messaging and communications, the visual design, the client/customer persona, the voice, the marketing and promotions, and the presence of the company.
• From the audience’s perspective, a brand is the reputation of a business that is created by how the business makes them feel, what their experience is like with the business, and what they think of the business.
Branding refers to all the actions organizations take to build the image they want consumers to notice. Unlike a brand, branding is an active process and encompasses both activities and decisions that affect how a company’s identity develops.
Branding covers the most basic elements of a company’s identity, starting with the values an organization stands for. The process includes logo design, color palettes chosen, and the way this brand mark is deployed. Additionally, it covers a company’s voice—how it communicates with consumers, the words they use, and the tone they take when ‘speaking’.
On a larger scale, branding also includes the way advertising and marketing materials are designed, how they’re deployed, and where they’re presented. Essentially, branding is an umbrella concept that covers how we build a brand. It includes all the touch points you create to build an identity that is both memorable and cohesive.
Which matters more?
The brand is the foundation of a company and the logo is the visual shortcut to the trademark of the brand. A logo identity system and a strong branding system are both crucial when marketing and promoting a consistent image and voice, but a brand speaks for itself.
“Your brand is what other people say about you when you’re not in the room.”
– Jeff Bezos CEO/Founder Amazon