Logo versus Branding
You see different brands every day, from grabbing your first cup of coffee to driving home from work, brands are everywhere. But is it the brand you are looking at, or the logo? When you talk about your favorite company, which of these two are you really talking about? The terms “brand” and “logo” are often used interchangeably. However, the logo is not what defines the brand of a company— branding goes much deeper than that. It would almost be best to think of the logo as what is seen, and the brand as what the logo represents.
All companies have some sort of brand identity, whether it is good or bad. The brand of a company is the way it resonates in consumers’ minds, the identity of the company, the values and culture and the overall definition of the organization. The brand is also all of the marketing practices that go on behind the scenes that differentiate one company from another.
When you first think of Starbucks, the circular green and white logo comes to mind. However, the Starbucks brand is much more than just a green and white logo on a coffee cup. Their brand is their company culture, their service, the quality of their coffee and the atmosphere of their coffee shops. Loyal customers of Starbucks know what they are getting every time they purchase a coffee or make a stop at one of their stores, and this is because of Starbucks’ established brand identity.
Logos have a much simpler concept, being just a visual representation of your brand. The images, colors and overall look of your logo should be an accurate description of how you want people to view your brand. If your company values eco-friendly practices and the environment, the color green would best describe that and should be incorporated. Your logo is also a way for your customers to remember you, and should fuse everything your company represents and produces in one memorable visual for the consumers. Logos need to keep up with changes in culture and company philosophies.
As important as it is to know the difference between a brand and a logo, it is also important to remember that the two go hand-in-hand. They are very relatable and very similar, which can make it difficult to distinguish the difference. When it comes to your company, make sure you have an understanding of the image you want to portray, the audience you are reaching and the company values you would like to be shown through your logo and ultimately through your brand. No matter what business you are in, the presence of a brand identity and a logo are both key.
For more information about branding and logo creation and how we can help your business, please contact us.
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