What’s the Difference Between A Logo and a Brand?

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In business, it is hard to get people to notice your company if you don’t look different from other companies. You can win customers by being a leader and having a good reputation. If you want people to remember your business, you need to design a logo for your business. If the business is memorable, then customers will remember it. A logo helps with that.

People want to keep buying things from your company if they like it. By answering questions, you can show the differences between your company and others.

It is important to make your company different or special in people’s minds. If you don’t, people will just buy things from other companies that are just like yours.

It takes putting a lot together to get the best results and return on investment. Before getting started with any business, it is important to understand these terms.

  • Logo - A logo tells people what kind of business it is.
  • Brand – people’s perception of your Company
  • Branding – Actions taken toward building a brand
  • Brand Identity – the tangible elements that form one brand image including a logo


A logo is a visual representation that encapsulates a brand's identity, values, and essence in a single, recognizable symbol.

How Does a Logo and a Brand Differ

A logo is an image, a symbol, a word. A brand, on the other hand, is an overall experience.

A brand is the sum of everything a company does. This includes its whole product range, marketing, customer service, and its packaging.

So a Logo is Static And a Brand is Fluid.

A logo is something you can put on a business card or letterhead. A logo is static, unchanging, something you can put on anything. A brand, on the other hand, is a living entity. It evolves over time and grows with your business.

A logo is for recognition. A brand is for connection. A logo is for recognition. A brand is for connection.

A logo is a visual symbol that identifies a company, product, service or person. Branding is the overall strategic process of defining a company's unique value to consumers.

When done well, branding creates a consistent, memorable experience for customers.

A logo often includes a graphic representation of that entity's name or symbol. A logo also helps communicate the brand's identity to consumers because of its visual nature.

It involves researching a company's market, competitors, and customers to develop a strategy for differentiating itself from its competition through branding.

While a logo is a visual representation of a company, a brand encompasses a name, its logo, its product, its service, and its reputation. It defines the company's personality and differentiates it from its competition.

A logo is an important component of branding because it helps consumers recognize the brand. The logo can be your brand's "face" — it sets the tone for your brand and conveys its personality.

The logo is often the first touch point consumers have with your company. It's important to create a logo that communicates your brand's personality. This is because consumers will judge your company and its products based on its brand.

Logos are simple, and brands communicate value through simplicity. For example, Nike's swoosh stands for speed, power, and motion, while Apple's apple logo suggests innovation.

Your Logo Should Communicate Your Company's Personality

A logo is often thought of as just something a company uses to identify itself. But a logo is also a reflection of a company's brand. That means a logo (and its accompanying branding) is the foundation of your company's identity and image.

A logo is a visual shorthand for your brand. It's a unique symbol that clearly identifies your business.

What You Need To Know About a Logo

A logo is the original "brand." It is the face of your brand — it represents the personality of your business, the look and feel of your brand, and what you want customers to remember about your brand.

A logo is the visual component of your brand, preferably a symbol or icon that communicates what your business does or stands for.

Most businesses use some form of the logo — some businesses use a picture, some use a symbol, some use a combination of images, text, and symbols.

Do not confuse a logo with branding. Branding is the overall image — the voice of the brand and what you want customers to feel, think and say about your business.

This is usually communicated through taglines, mission statements, slogans, and content. A logo is the visual component of the business's branding.

A logo is also important because, if done well, it conveys your brand's personality. That brand personality can have an impact on how customers perceive your business.

A logo that's too cutesy or too serious, for example, could make customers think your business is unprofessional or too expensive.

A logo is a visual element that represents a brand. It’s usually made up of a combination of typography, symbols, and colors.

The logo of a company makes it easy for consumers to recognize and recall it. You can use a logo can identify a single product or to brand an entire company.

A logo represents an entire brand, which is why it's also a brand mark. To create a logo you assemble different symbols together, known as logotypes. A business might use these logotypes to build an overall brand identity.

A logo designed to represent a single product is a product mark. Businesses typically use product marks when manufacturing some things, such as cars.

These logotypes usually consist of the name of the product and symbols that identify it.

A logo or brand mark is often developed using a logotype — a font or combination of fonts. A logotype is often chosen based on how it contrasts with or complements the rest of the brand’s visual identity.

Some logos use color. Color can be an effective way of connecting a logo with other elements of a brand’s visual identity. For example, the Google logo uses the colors red, blue, and yellow as its primary colors

A company logo is typically created as part of a brand identity, and it helps to create a link between a logo and the brand it represents.

A logotype usually forms part of a brand identity, but it isn’t the only element that makes up that identity. The logotype is often just one part of the overall brand design.

Think About Big Brands

Your logo is a visual element that represents your brand. It can be anything from an image or icon to a wordmark (like "Nike" or "Google").

Your brand, on the other hand, is the personality of your company that your logo reflects. It encompasses your values, personality, mission, and vision.

The logo is the visual embodiment of your brand. And your visual identity is the collection of logos, colors, typefaces, and images that all represent your brand.

Creating a Visual Identity

Here are eight key elements to creating a visual identity that conveys your brand:

1. Find Your Identity.

Your visual identity starts with you, your company, and your brand. This begins with knowing who you are as a company. Why are you in business? What core values or beliefs guide your business? What do you stand for?

Once you know who you are, you can define your visual identity.

2. Define Your Colors.

Color is a powerful part of your visual identity. It's one of the first things that people see, and it's often what they remember. Brand colors, or "signature colors," reflect your values and personality.

3. Find Your Fonts.

Your visual identity extends to the text on your website and in marketing materials. Fonts tell your customers a lot about you, especially in the look and feel of your logo. Find fonts that feel like you.

4. Find Your Style.

Your visual identity influences everything from your logo to your marketing materials. Your brand should set itself apart from the competition, and your visual identity should reinforce that.

5. Choose a Visual Language

A visual language is a way to tell people that your brand is unique. Many designers use the same shapes, colors, and patterns on their websites. So if you want to have a different look, you have to design things that are unique. 

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Nonofo Joel
Nonofo Joel

Nonofo Joel is the CEO of The Brand Shop, leading with innovative branding strategies and a passion for growth. A passionate volunteer on the Lehikeng Board, he's committed to advancing human capital development across Africa.