What’s the Difference Between Your Logo and Your Brand?
As per definition, a logo is a symbol or another form of design that’s adopted by a brand or an organization to help identify its products and services. It works as a trademark and quick symbol to help with recognition and brand recall. The brand, on the other hand, is the name mostly used in business, marketing, and advertising. The brand is the overall image, including name, design, and symbol, that distinguishes a business or an organization from its rivals.
In this case, a logo can be a part of the branding that helps set a brand apart from its competitors, and this can work along with other things that go into building a brand such as brand drivers, colors, reputation, typography, visual identity, psychology, design aesthetic, and recognition, among others.
If you’re still wondering if logo equals brand, the answer is a resounding NO. Your logo does NOT equal your brand, or at least it isn’t the only thing that makes up the brand. It is a very small part of what makes up the entirety of your brand.
It is important, however, to remember that the two must work cohesively together, A well-planned, well-executed combination can help reinforce your identity (using the logo) and effectively implement the brand strategy.
The logo is the visual identifier; it works as the representation of the brand or company. An effective logo can be easily recognizable and is a great way to set the brand apart from other brands.
What Makes a Good Logo?
- Simple – Good logos are understood at a glance. If you’re planning to design your own logo, keep only the most essential elements.
- Scalable (Vector is the way to go!) – Having your logo in vector format will keep it from blurring no matter how you shrink or enlarge it. Logos are expected to do a lot of stretching and pulling depending on what you’re going to use them for; so let them handle the workout without a bruise. You don’t want a pixelated logo on a billboard you spent millions for, do you?
- Uses Appropriate Colors – Colors can influence a logo’s emotional impact and tone. Think of which colors are lighter to the eyes and which colors have a stronger effect. Also, consider that every color has a meaning that you can incorporate into your design. But don’t use too many colors for logos or else you risk making the audience feel confused. Furthermore, some colors can be identified with the brand itself. If I tell you to visualize Ferrari Red, you’d know what I mean, right?
- Uses the Right Font – Some companies create their own fonts to fit their needs, while others choose to use stock fonts. Whatever you do, make sure that your fonts are right for the company you’re trying to represent.
- One-of-a-Kind – You need to have a logo that looks and feels unique. It’s a let-down to be mistaken for another company or organization. Think of symbols that aren’t overused but are nevertheless memorable.
- Timeless – Logos should stand the test of time. Think of which style trends come and go, and which styles will last. Although companies change their logos once every twenty years or so, the changes they make are usually just minimal. It’s rare to see a complete a company overhaul a logo completely—so make sure the first one that you make will last as long as the company will.
There’s more to it than just picking random colors and styles you like. The various elements that complete the logo are all chosen for psychological reasons. For example, a brand that’s into spas, or relaxation, would look into choosing to use the color blue because it’s potentially calming and peaceful. Same with restaurants choosing to use the colors red and yellow since studies show this color combination makes people hungry.
Your brand works like a blanket or an umbrella that covers anything and everything you do and represent. Essentially, when your brand name gets recognized more, the market it belongs to determines what the brand is and its worth. Contrary to popular belief, the brand cannot be created, it can only influence. And as the influencer, you can only hope the market would notice all the things you’ve put out there to move the brand towards the direction that is more in line with what you and the business believe in.
In layman’s terms, the market your brand belongs to uses pieces of information you put out to work on a conclusion about your business. You do not control the brand; however, there are ways to influence the target market. These can happen through an advertising campaign, using the logo, along with other available information that can be controlled.
Making Your Logo and Your Brand Work
Now, how do you make your logo and your brand work for your business? It’s simple in theory but it can be a bit challenging in application. Use your logo in a way that it shares information with the potential market. Keep in mind that the logo only helps your brand to be more cohesive and to somewhat have a representation in visual form. It should be designed to work as a way to put out psychological signals into the market. The logo is not the brand, but it works a great deal with influencing what you want your brand to represent. You cannot make the brand, but you can do your best to put out great influencers to make it go towards the direction you’re going for.
Furthermore, know that there is a team to work with to make your logo and brand work together and accurately represent your products and services, and get your message to the right audience. If you haven’t found the right logo that goes great with your brand, maybe it’s time to let the professionals handle it. Get in touch with the designers of MicroCreatives and let’s work on it!