The Differences between Brand and Logo

The fundamental differences between a logo and corporate identity must be understood to appreciate a brand's potential. Although it might seem obvious, many designers, agencies, and marketing companies support logo design and brand identity while claiming to support and service branding.

The truth is that a logo and a brand are two very different things that should complement each other. Here is a simple breakdown of a brand and logo and how they differ.

What is a Logo?

A logo is a unique graphic symbol that quickly and easily identifies a business, product, or other public or private institution. As a rule, it combines color, visual symbols, and typography. A good logo should be clear and simple to stand out and remember. Your logo is an important component of a brand's visual identity.

It's not a brand if your designer is creating a new logo for your business or item. The logo is a relatively small part of the entire brand, which expresses certain emotions, ideas, and experiences from the consumer's point of view. A good logo clearly defines, stands out from the competition, and articulates the entire brand strategy.

What is a Brand?

A brand is a gut feeling and emotional connection that underpins a person's impressions, thoughts, and attitudes towards a firm's products, services, and efforts. Human interaction with all brand touch points results in the release of a combination of these emotional cues. These include the company name, logo, visual identity, tangible goods, social media platforms, websites, apps, personnel, and more. A consistent tone and visual presentation represent the company's competitive advantage in the marketplace.

What is a Branding?

Branding is the process of brand building. While consumer experiences gradually shape brands over time, companies can speed up this process by carefully crafting the visual experience they want to convey to their target audience. Branding is an active process involving actions and choices that influence the language and tone companies use when "communicating" with customers. How marketing and promotional materials are created, used, and distributed is part of branding. Essentially, branding is a concept that encompasses all aspects of brand development.

What does a logo do for a brand? 

A logo is an important part of your brand identity

The other components of your brand identity are your name, visual expression (colors, graphics, fonts, and images), tone of voice (text and content), and business practices (service, people, product reliability, and reputation).

When used correctly and with good design, a logo will:

• Stand out from your competitors
• Make your brand easily recognizable.
• Help in creating an emotional connection with your products or services
• Establish consistency across all your marketing tools.
• Develop brand loyalty

Conclusion

You can see that the logo, trademark, branding, and corporate identity are all distinctive elements of the bigger picture. Your company's activities as a business come together to shape your brand and how others see it. Knowing how to use the various branding tools at your disposal will help you develop a brand that will benefit your business and appeal to your audience, even if your brand is the result of your efforts and the experiences of your customers.