Lately, I’ve heard a lot of confusion about logos vs. brands vs. identities. So, I thought I’d take a minute to clear up the misconception that logo, brand, and identity can be used interchangeably. They really can’t. Here’s why and some examples.
1. Logo: A logo is a symbol or word (also referred to as the brandmark or wordmark) that represents a business or service. It is the companies identifiable mark, if you will.
Example: Avivo - A group of creative technologist with commitment to innovation.
(Design by Denis Olenik & Avivo)
2. Identity: The identity is more widespread. It influences how one feels about a company through the visual elements and designs that are used consistently across various mediums. For example - color schemes, print collateral, website design, styles, fonts, layout and grid systems all take part in defining the company’s identity.
Notice the consistent feel throughout the materials?
3. Brand: A brand is less tangible. It is not something one sees or feels. It is what is thought or believed about a company. These thoughts and beliefs result from the combination of the logo, identity, and overall service provided by the company.
Brand Examples:
Apple – Modern, innovative, cool technology.
Audi – High-end, luxurious, expensive cars.
Ikea – Scandinavian, modern style, affordable furniture.
Have any questions or anything to add? Get in touch and let’s talk.
