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Logo vs. Brand: Understanding the Difference.

Updated: Jun 6, 2022


Branding Agency Logo Element

When we work with clients, one of the first questions we ask is which element they are looking to have designed. We make sure that this part of the brand is approved before we begin working on other aspects. Why? So we can maintain a cohesive and coherent product. The answer lies in understanding what a logo and a brand are. In this post, I want to share with you why a logo isn't enough when designing brands, and how it is only a small piece puzzle that makes a brand what it is.


A logo is a piece of the puzzle, a brand is an entire image once the puzzle is complete. Start where you can but don’t forget to complete your puzzle.

Logos are simple, memorable, and universal. Logos are what people see first when they look at your brand or company. They give people an idea of what you do and how you do it. A logo is a visual representation of what your company stands for, who you are, and the products or services that you offer.


A logo is not just an image; it’s also a way to express yourself to others in a clear and concise manner. It can be used as a symbol for your product or business and can be easily recognizable by consumers around the world.

A brand identity is more than just a logo; it encompasses everything about who you are as a company: your mission statement, values, and culture, target audience, products/services offered, style guide (i.e., fonts), etc. A good brand identity should be able to stand on its own without needing anything else to explain who they are because they have clearly defined itself through its branding efforts.


So what is a brand? The simple answer is that it communicates the essence of an organization. If you don't have something that does that, then you really don't have a business. Your business is your image as viewed by others. That image must establish trust and it must communicate an experience or set of experiences that lead to a positive emotional conclusion about you. In other words, it must be memorable, engaging, relevant and consistent.


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