Brand Identity Part 2 Logo vs Brand
What is a logo?
A logo (also known as a mark, brand mark, trademark, wordmark, logotype, symbol, or brand icon) is a graphic and typographic mark that identifies your organization. It is only one element, albeit an essential part, of your organization’s brand identity and helps with recognition, differentiation, and recall. Logos are a tangible way to express some of the essence and characteristics of your brand, but there’s no way a logo can represent or illustrate everything about your brand.
A logo serves as a visual shorthand or the organization’s signature. You can think of the logo as the “brand box” where people can mentally store all that perceptual information (both positive and negative) for later recall. It’s a means to filter and organize memories, messages, and data points over time so that ultimately a reasonably abstract and straightforward graphic logo can embody a whole story or history.
A good logo is a valuable brand asset and a way to help differentiate you from your competition and communicate the essence of your brand to the market.
Which is more important?
Both a strong brand and a compelling logo are essential if you’re trying to position your company and drive its growth, but it’s what people ultimately think and feel about your organization, your brand, that impacts your businesses success more.
For example, you can probably think of a few companies that have very recognizable, maybe even very creative, logos but for whom you hold no respect either because of your own customer experience or something you’ve seen in the media. Likewise, there are companies you do business with that you love for their product or service, and will return to, but whose logos you’re ambivalent towards. Learn how we approach both!