It is common to believe that logo design and branding are one thing. Sometimes, these terms can even be used interchangeably. They are both closely related, and they must work together in a coherent way. However, they are two very different processes.
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What is a brand?
A brand is what people perceive and experience about a company. It’s a consistent tone of voice or visual language that represents the company’s competitive advantages and its position in the market.
What is a logo?
A logo is a visual symbol that reflects the essence and character of the brand. A memorable logo is an integral part of a strong brand. It serves as a visual shortcut for the company in a competitive marketplace.
What is the Difference Between Branding and Logo Design?
Designing a logo is the process of creating a brand identity.
The process of creating a brand is called branding. It is a strategy that companies use to identify their products and organizations and to give people a reason to choose them over their competitors. A branding strategy defines what a brand is.
Branding can be done through the use of different tools. These are some of the elements used in a branding strategy:
- Definition of brand: purpose, values and promise
- Positioning statement for brands
- Brand identity: company name, tone of voice, visual identity (which includes logo design)
- Advertising and Communications: Radio, TV, magazines, newspapers, outdoor ads, website and mobile apps…
- Partnerships and sponsorship
- Packaging design
- Experience in-store
- Management style and experience in the workplace
- Customer service
- Pricing strategy
We can see that logo design is an important tool in the design of the brand’s visual identity.
Which is more important?
The brand is the core of a company. The logo is the visual shortcut that identifies the trademark. While a logo identity system and strong branding systems are important for marketing and promoting a consistent image, voice and brand, a brand speaks for itself. How people feel about a company and its products can have a significant impact on the success of the business. This is evident in social media. Brands are frequently boycotted because of their political stances, brand image, or reputation.
A strong logo identity is a union of clear-sighted definitions, uniqueness and articulation that reflects the larger brand voice. You can compare the logo identity to the tip of the iceberg. The majority of the mass is made up of the iceberg, and the visible portions above the waterline are the logo for a marketing community.
Conclusion
A logo is an element of graphic design that represents a brand. However, a brand is a mixture of all tangible and intangible elements that represent the company. The logo would not have any real meaning without the brand. It would simply be a graphical element.
A well-designed logo combined with a strong branding strategy can help companies reach their audience in an effective manner and create a brand that is both resilient and industry-leading. A well-designed logo is essential for any entrepreneur looking to build a brand. It will pay dividends for your organization and brand over the long term.
I’m a product and graphic designer with 10-years background. Writing about branding, logo creation and business.
