5-Minute Marketing Masterclass: Logo, identity and branding

Learn the difference between these key design terms, and why it matters

 

When you read about marketing in a magazine or online, you’re bound to come across the words logo, identity and branding. What’s more, you’ll probably also see a whole lot more different design terms as well.

If you’re confused by these branding buzzwords, you’re not alone! Do they all mean the same thing? Or if they don’t mean the same thing, what’s the difference? And most importantly, why does it matter?
Keep reading as we demystify the most commonly used marketing design terms: logo, identity and branding.

 

Logo

Your logo is a visual mark (or symbol) that’s used to identify your business.
The best logos are simple and memorable, so you can be instantly recognized. Most logos have two distinct parts: the logomark (the symbol) and the logotype (the letters).
 
 

 
Other types of logos include:

• Wordmarks
  

The business name written in customized typography

• Lettermarks
  

The initials of the business, commonly used when the full business name is long

• Combination marks
  

A symbol and text used together. They may be stacked, placed side by side, or the text may be incorporated into the symbol.

 

 

Identity

Your identity comprises the visual components that form the overall look of your brand. It’s also known as your brand identity, corporate identity or identity system.

Your identity includes:

• Logo
• Brand colors
• Brand fonts
• Signage
• Website and social media
• Product and packaging design
• Marketing collateral
  

Keeping your identity consistent and cohesive across all of your marketing efforts is essential. Many businesses have a set of brand identity guidelines to help them, specifying how the identity should be applied across a variety of mediums.
 

Branding

Your branding is the overall perception of your business. It goes far beyond just the visuals: it’s what those visuals represent to the people who see them, encompassing the values and culture of your business.

Everything that people encounter when they interact with your business—including your logo and your identity—feeds into your branding.
 

Why is it important to know the difference between logo, identity and branding?

As a business owner, you should know how all of these things work together to create a clear visual representation of your company.

With the right logo, identity and branding in place, you’ll create a cohesive look and feel for your business to help you stand out from the competition.
 

Need help with your logo, identity and branding?

We have over 14 years of experience helping businesses develop winning branding strategies. Contact us today to learn more.
 

Read more:
Want a strong logo? Follow these 3 tips
The 6 biggest branding mistakes you can make, and how to avoid them
7 ways to stand out from the crowd