A logo is not a brand. Not a visual identity.

Logo and brand used interchangeably

Many individuals mistakenly believe that an identity or logo is the same as a brand. There are far too many.

We want to put an end to this widespread misconception, so we have decided to speak up.

Logo design and branding ARE NOT interchangeable.

They do complement each other, but they are not the same thing.

A logo is nothing more than a symbol that represents your company. A brand, on the other hand, is much more than that.

Brand is your people, your facilities, your whole array of communication tools and your logo and visuals too.

Brand is the product you sell, the service you don’t offer, your customer service, your strategy.

Brand is the way you speak to people, the idea you identify with, the culture you embody, the actions you are known for or the reasons why people choose you over your competitors.

Brand is the sum of everything you do.

Logos still being important

That isn’t to say we should not pay attention to logos. Well-designed logos are crucial for branding purposes too.

For instance, well-designed logos foster a professional image, create consistency over the different communication channels, raise expectations and set your brand apart from the competition.

Highly developed logos also aid in the identification and recall of your brand, make it easy for brands to create an emotional connection with stakeholders and boost brand loyalty.

Therefore, despite our emphasis on the distinction of the 2 terms, do not stop paying attention to all the aspects related to the visual identity of the brand.