“Brand” and “logo” are often used interchangeably, however, they mean different things and it’s important to know the difference when looking to update your overall business look.
A logo is the visual representation of your business and is the most recognizable thing about most businesses. You may recognize the playful Chick-Fil-A script font, Lululemon’s horseshoe logo found on every clothing item, and the minimalistic apple for - you named it - Apple.
But, you know what else you probably recognize about these companies? Their branding.
- Chick-Fil-A’s adorable cows that encourage you to “Eat Mor Chikn”
- Lululemon’s positioning as an exclusive, fashionable athletic wear and of course, those fun red bags with encouraging quotes on them.
- Apple’s tagline “think different” and how they have positioned themselves as being the user-friendly, chic alternative to PCs.
As a brand designer, I wouldn’t feel that I’m doing right by my clients by JUST giving them a logo file because their business needs so much more than a logo - it needs a full-force, knockout BRAND.
If you'd rather listen to this post than read it, you're in luck! Use the audio below to listen to this post. You can also download and take it on the go, just like a podcast. The audio version has some additional details as I dive a little more into each point. ENJOY!
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A logo is the visual symbol of your business.
A logo is just that - a logo. 1 visual representation of your business to be used on your website, your advertisements, billboards, you name it! A logo is part of the overall brand. As a brand designer, I provide my clients with anywhere from 3 to 6 logo variations that all point towards the same overall brand. When you have logo variations in different colors and formats, you have opened the door to a lot more freedom in presenting your brand to your ideal audience.
(See examples below of the 8 major logo variations for my client - Oh Crumbs Bakery. I included all these variations in different colors and file types.)
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A brand is the visual symbol + additional design element AND messaging.
A brand takes your logo and adds allllll kinds of amazing additional design elements such as:
- Color Palette
- Fonts to accompany the logo
- Textures and/or pattern designs
Your messaging and brand strategy matter. When you work with a designer to develop a brand strategy, you work through questions like:
- Who is your ideal customer?
- What is your unique positioning?
- What does your ideal customer want/ what is their problem or pain point?
- What is the chief source of conflict that your products/services defeat?
- How can you help your customers reach success?
- And, so much more.
Here’s an example of what a branding package might include, taken from my website:
Although we live in a very visual world, a sucessful design is about A LOT more than a pretty logo.
For this reason, I caution against the many online companies where designers create crazy cheap logos. There are about a million reasons to avoid these websites, but a big one is … You need strategy, and no one who is creating a logo for $100 is thinking much about strategy.
So there you have it! When searching for a designer for your next project, make sure you are getting a full brand, not just a logo!
January 9, 2018
YES!! The brand marketing side of me is loving this article. It’s so true how the terms ‘logo’ and ‘brand’ get interchanged. People think it’s the logo they need. But it’s the personality, the tone, the hallmarks too! Great ideas and post.