The Differences between a Logo and a Brand

Facts:

the logo itself is not dependent on your company’s brand alone.

What is a logo?

  • what is the reasoning behind it
  • what its main purpose is
  • must be recognizable
  • inspires admiration
  • invokes trust
  • loyalty
  • implies superiority
  • not used to sell, it is used to identify

“A logo is a flag, a signature, an escutcheon, a street sign.” quoted by Paul Rand, one of the world’s greatest designers

  • rarely a description of a business
  • derives meaning from the quality of the thing it symbolizes
  • less important than the product it signifies
  • what it represents is more important than what it looks like
  • should be designed in a way that identifies your brand while also maintaining an attractiveness to your target customers and clients

Your Visual Vocabulary

  • Your logo is a piece of your visual communication tools
  • not limited to background colors, palettes, and patterns
  • header designs, stock photos, borders, special treatments for buttons and special offers, product images, and font styles
  • provides you with more tools to create stunning designs for your brand

Specific Marketing Material

  • business cards, letterhead, stationary, brochures, website, blog, and social media design
  • maintain a consistent look and feel while also complementing each other

What is a brand?

  • collection of perceptions that customers and prospective clients have about your business
  • Controlling your customer’s idea of your brand can be defined by designing striking and impactful graphics that will convey your message

Using these same graphics on a consistent basis throughout the design of all of your marketing materials will help portray the right idea about your brand to your customers and client
What Aspects of Your Brand Do You Have Total Control Over?

  • Your Story – What are you trying to say about your business?
  • who you are, what you do, what makes you unique and separates you from everyone else, and who are your best clients?
  • combining all of that information into an easy, straight-forward, and understandable story of your brand