People in design and marketing fields may have a good understanding on the differences between a logo, a brand identity and brand but normal people such as usual consumers often have lots of misconceptions regarding these terms.
Most spectrum of people would say that logo is a brand. And on other end, you will find people who would argue that a brand has so much more to do than a logo. Though it wouldn’t be wrong to say a logo a brand, it is important to understand the concepts concerning their definitions and applications.
So, for those who are a bit unclear about the differences between these terms – logo, brand identity, and brand, please read on. I have made the words quite simple to define each of them the easiest ways.
A logo is the trademark graphical representation of an organization/company or person. It is regarded as the foremost element or mascot of the organization that stimulates consumers’ feelings. Usually, a logo comes with a typographic part that has the organization’s name although there are five basic logo types, namely —
Symbol or icon, Word mark, Letter mark, Combination mark (word + icon), Emblem.
Companies or organizations such as Apple, Nike, etc., which are well-known enough often use only the icon or mascot without the company name.
The brand identity is the visible components of your brand that identify your company, services, or products. These visual elements distinguish your brand from brands in customer’s minds. These elements can be your tone, logo, tagline, and typeface, icons that are used to identify market or promote your brand.
The brand identity will connect your brand recognition and hence the elements used should match the image projected to the public.
A brand is not a physical element, but a concept or abstract thing and around which your company’s entire marketing framework is formed. It is what your customers feel and think about your company or organization when they experience your products and services. Visualizing the brand actually starts way before creating your logo and other corporate identities.
Brand can be defined from different angles. You can see it as the public image about your company and hence can include your logo, and the complete visual impact formed by a solid brand identity.
There are many other areas such as the tone of your written contents, and messaging/storytelling, customer services which are delivered to the consumers. The word brand is also often interchangeably used with your organization or company.
In quite simple language, a brand is a blend of how you want your company be defined and promoted and also how customers think and feel about your company or organization.