We often receive requests from clients to create a “logo” an there is generally confusion around the what the difference is between a brand and a logo, so we’re going to outline the main differences and elaborate on why your brand be prioritised above your logo.
You might notice on our website here at Dabble that even our most minimal branding packages includes more than ‘just a logo’, and hopefully after reading this you’ll understand why.
What is a logo then?
A logo is a single mark or emblem used as representation and identifier for a business in its simplest form. It can be a symbol or wordmark that represents an individual/business or a combination of both symbol with text.
A logo is a key component of a brand, but ultimately it is just the tip of the iceberg, the face you first see or a link in a longer chain.
What is a brand?
On the other hand, a brand is a more holistic, cohesive and coordinated system of visual and non-visual elements that communicate the values, personality, unique selling points and overall essence of a business. It includes the logo of course but also; typography, color palette, visual elements, brand messaging, and other brand assets that together create a consistent and distinctive brand identity. In developing a brand identity it is setting a frame work for how and where your brand assets are used together allowing you to present a professional, competent and trustworthy appearance and makes your business differentiate from competitors and this can’t be adequately conveyed with just a logo.
A brand identity helps you establish a strong and consistent visual presence across all your marketing channels, including your website, social media, packaging, and advertising. Moreover, a well-designed brand identity can help you differentiate yourself from competitors and position your business as a leader in your industry. This is because it communicates your unique value proposition and helps you stand out in a crowded market.
A logo will always be used alongside a complete brand identity, but alone, even the most recognisable logos are meaningless without the context of their brand identity.
An example this is the McDonald’s logo. While the golden arches are one of the most recognizable logos in the world, it would be meaningless without the context of its brand identity.
The McDonald’s brand identity includes a consistent use of the golden arches logo, a distinctive font, a bright color palette, and a powerful brand messaging that emphasizes fast food and affordability. These elements work together to create a cohesive and memorable brand experience that resonates with McDonald’s target audience.
If you were to see the golden arches logo without any context or branding, it would not evoke any emotional connection or recognition. But similarly if you seen the red fries pocket with its yellow shaped band used alone you would associate with the McDonald’s brand.
It is only when the logo is used alongside the other brand elements that it becomes a powerful symbol of McDonald’s brand identity.
You recognise who this is without a logo don’t you?
This example once again highlights the importance of a comprehensive brand identity that includes all the visual and non-visual elements that work together to create a strong and memorable brand experience. Without a brand identity, even the most recognizable logos can be fall short and fail to connect with their target audience.
