Strategy, Creative Design and Execution Blog
Do you need a Logo or a Brand?
Consort Creative
March 1, 2023
Confused about the difference between a logo, a brand, and an identity? Understanding the distinctions is something you should know as a business owner. Read on to learn the terms and discover which one you need.
What is a Logo?
To begin with, think of a logo as a nickname for your business. While it doesn’t tell the whole story, it helps people recognize and remember you. In the same way that a nickname is made up of visual elements, a logo consists of colors, shapes, and forms.
However, a logo is just one piece of your branding. In fact, branding encompasses the complete experience you offer your customers, including your values, personality, and everything they encounter with your business. Therefore, your logo should complement your branding, not define it.
A Brand is…
Think of it as the personality of your business. In fact, it goes beyond just a name or logo. Rather, it’s the complete experience you deliver to your customers, encompassing your values, image, and the emotions associated with your company.
For example, just like Apple, strong branding evokes specific feelings, memories, and even behaviors in your audience. Consequently, everything your company does, from the products you sell to the way you interact with customers, contributes to your brand identity.
What’s an Identity?
- Fonts: The typefaces that consistently convey your brand personality.
- Color choices: A specific palette that reflects your brand values and emotions.
- Spacing and positioning: The layout elements that create visual cohesion.
Your identity encompasses:
- Everything Visual: From your logo to your website design and marketing materials, every element plays a significant role.
- Logo: This iconic symbol, for instance, plays a key role in representing your entire brand essence.
- Tangible Elements: These include stationery, brochures, packaging, and even employee uniforms, which together create a cohesive brand experience.
- Communication Channels: Advertisements, commercials, and even the visual aspects of presentations are vital components that convey your brand message effectively.
Beyond Visuals: In addition to visuals, some brands choose to extend their identity through sensory elements like sound, smell, and even physical interaction.
On another note, brand building can be a daunting task. If you need assistance with brand building, then contact us for help!
