At Avant8, we’re all about building and supporting powerful brands. It’s critical to grasp the basic distinctions between a logo and brand identity in order to properly evaluate a brand’s potential. Many designers, agencies, and marketing firms claim to support and service branding while delivering only logo design services.
The truth is, a logo is only one very small part of a brand identity. Brand identity encompasses the entire scope and history of a company’s visual appearance, from the design of its website to the packaging of its products.
A logo may be an essential part of a brand identity, but it is not the whole story. Creating or rebranding a company is much more involved than simply designing a new logo. A true brand identity must be built from the ground up, through research, strategy, and execution.
What is a brand?
A brand is not just a name or logo–it’s the emotional and experiential qualities that come to mind when someone thinks of a company. It’s how that company is consistently portrayed through visuals and messaging, representing its competitive advantages in the market.
A brand is the collection of perceptions held by current and potential customers, employees, investors, and other stakeholders. It’s what these people think and feel about a company, based on their interactions and experiences.
A strong brand is built over time through consistent messaging and visuals across all touch points. Every time someone comes into contact with a company, they should have a similar experience that reinforces the brand. This is called their brand strategy, and is crucial to a company’s success.
What is a logo?
A logo is a visual way to show the spirit of a company. It should be distinctive and enable customers to remember the brand easily, which is especially important in competitive markets.
A logo is one small element of a company’s overall brand identity. It’s often the first thing people think of when they hear the name of a company, but it’s not the only thing.
A logo should be designed to work well in a variety of applications, from websites and printed materials to signage and social media. It should be simple enough to be easily recognizable, even when it’s scaled down or seen in passing.
What is more important?
A company’s foundation is its brand, and the logo is a way to visualize that brand. A consistent image and voice are essential for marketing and promoting a brand, but ultimately the enforcer of those things should be the quality of the brand itself. At the end of the day, a business’ success is largely dependent on people’s opinions of it and its product. Social media provides many examples where brands have been boycotted due to their political stance, brand image, or reputation.
“Your brand is what other people say about you when you’re not in the room.”
– Jeff Bezos CEO/Founder Amazon
A logo identity is only as strong as the definition, uniqueness, and articulation of the larger brand voice. The logo can be compared to the tip of an iceberg, while the majority of its body comprises what’s below the surface. In marketing terms, this would be alluding to everything else besides just the visual aspects of a brand.
Finding your brand and logo
At Avant8, We help companies (new and old) Establish and strengthen their brand strategy and brand identity. We don’t just design logos, we help craft the entire experience. If you’re interested in learning more about how we can help, get in touch.
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