Logo vs. Brand Identity: What’s the Difference and Why Does It Matter?

Many of our clients come to us saying, “Oh, I just need a logo,” and assume everything else will fall into place. While we can help you design a logo that fits your brand and is recognizable to your audience, you need more than that. Your brand identity is built from many aspects, including a logo, that work together to create your brand’s personality — a cohesive image conjured in the minds of your buyers. While a logo is a good start to forming this identity, everything else about your brand, from your social media presence to your signage, needs to work with it to create the distinct image that your audience will remember. Still a little confused about the difference? No worries! In this blog, we’ll discuss each and why they matter.

Logos

To begin, let’s define what a logo is: a symbol or other design adopted by an organization to identify its products, uniforms, vehicles, etc. While a logo is essential to the marketing and operation of your company, it’s not all you need for success. Your brand logo is arguably the most important visual extension of your identity, but there’s so much more that goes into it. unLOCKEd can help you create a logo that uses appropriate brand colours, exemplifies your brand personality, and communicates your positioning to your audience. However, if the rest of your marketing doesn’t match, it won’t be an authentic, trustworthy, or recognizable image. That’s where the rest of your brand identity comes in…

Brand Identity

Your brand identity is the collective set of elements your company uses to portray its intended image, including visual components such as logos, colour palettes, and typography, as well as verbal aspects like brand voice and messaging. Your logo, while important, is only one piece of your brand identity. You need all the other pieces to portray the entire image or personality, or your brand presence will feel incomplete and fragmented.

Some other aspects of your brand identity may include brand purpose, brand name, graphics, images, shapes, colour scheme, typography, tone, voice, and slogan. All of these elements should work together to create a consistent identity, ensuring there is no confusion when potential customers encounter your brand. Whether they find your social media, website, or store, all of these aspects can come into play to create your intended image. A well-planned brand identity is essential for communicating your brand's offerings, personality, and positioning at a single glance, making it recognizable to your audience and helping you stay top-of-mind.

unLOCKEd can help you create and portray your brand identity, from logo creation and brand strategy to social media management, website design, and signage. You don’t “just need a logo,” you just need unLOCKEd. Contact us today to get started.