Logo vs Brand Identity vs Brand: What Is the Difference?
Three terms that get mixed up constantly, explained in a way you can use in a meeting.
These words are used interchangeably, and that causes real confusion when buying design.
Logo
A mark that identifies you. It can be a wordmark, a symbol or both.
Brand identity
The full visual and verbal system: logo, colour, type, imagery and voice. This is what a designer delivers. See what a visual identity includes.
Brand
What people think and feel about you. It lives in their heads, and you influence it through everything you do: product, service, pricing and identity.
Why the distinction matters
If you ask for "a logo" and need an identity, you will be under-served. If you expect an identity to fix a product problem, you will be disappointed. Knowing which one you are buying sets realistic expectations.
A quick test
- Could a new designer make a web page that looks like you with only the logo? If not, you need an identity.
- Do customers describe you the way you describe yourself? If not, you have a brand problem, and it may start with strategy.
For startups
Most young companies need a lean identity built on a clear position. That is a manageable project and a sensible place to begin.
Looking for an agency? Read the full shortlist on The Brand Index.
