Brand Identity vs Logo – do you know the difference?

branded stationary for Carrots and Cupcakes nutrition designed by CatchBranding

The terms brand and logo are often used interchangeably, but they have very different meanings.

Let’s start with a brand identity.

What’s a brand identity?

Brand identity is made up of two words. Brand and Identity.

A brand is a set of perceptions, feelings and ideas that people have about your company. It’s basically what your consumers think about you. IKEA is a great example of this. Though there are many furniture stores out there, when people think of stylish yet affordable furniture, IKEA is the most immediate association.

Based on the meaning of brand, your brand identity is the tangible collection of elements that the company uses to portray the right images and emotions to the audience.

So, what’s a logo?

Your logo is one component of your brand identity. It is like the badge that proclaims who you are and helps you stand out from the competition. Your logo also builds brand recognition and tells you audience key information about your business.

What else is part of your brand identity?

Typography: the font chosen for your branding materials. There are a few categories and each one conveys different impressions.

Colour Palette: people have psychological ties to different colours. Choosing your colour palette wisely can have a serious impact on how your brand is perceived by your customers.

Website: this represents your business in a big way – especially if you are running on online business or selling a digital product.

business card design
Image from carddsgn.com

Business Cards: a well-designed card will reinforce a positive opinion of you and your business in the eyes of your clients.

brand style guide book
Image from weandthecolor.com

Brand Style Guide: you want to make sure that you use your design assets in the right way so that your brand will be consistent across all platforms and locations. Your brand style guide is essentially a document (in print or digital form) which outlines your assets, how to use them and things to do or not to do to ensure brand consistency.

Got a question or comment about this post? Let me know below.

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