logo vs brand – what’s the difference?

We often find clients are confused about whether they have or need a logo or a brand. With the two phrases commonly used in the wrong context, it’s not surprising, so what’s the difference?

A logo and a brand are distinct (yet interconnected) elements of a company’s identity, each serving a unique purpose in the world of marketing and branding.

A logo is a visual representation or symbol that embodies a company’s identity. It is a concise and memorable graphic that serves as an immediate identifier for the organisation. Logos are designed to be simple, scalable and easily recognisable. They often incorporate colours, shapes, and typography that evoke specific emotions or associations related to the company’s values, products, or services. A logo’s primary function is to create instant recognition and make a lasting impression.

On the other hand, a brand is a comprehensive and multifaceted concept that encompasses everything associated with a company. It includes the logo but goes far beyond it. A brand is the sum total of a company’s reputation, culture, values, customer experiences, and messaging. It is how the company is perceived by its audience, and it influences customer loyalty, trust, and emotional connection. Brands are built over time through consistent messaging, quality products or services, and positive interactions with customers.

So in summary, while a logo is a vital component of a brand, a brand is an holistic concept that encompasses a company’s identity, values and customer relationships, making it a more comprehensive and enduring aspect of business identity.