Logo, Identity and Branding


These concepts often are confused and used interchangeably, when in truth, they are distinct and graduated forms of the same marketing platform. Think of a logo as a seed, identity as a plant, and a brand as a garden.


A logo is a representation of a company in it's simplest form - a distinct graphic image that sets a company apart from its competition.


An identity encompasses the different physical elements of the company that work together and customers come in contact with, i.e the complete package of company materials: your logo, business cards, letterhead, email signatures, websites, ads, your employee uniforms, store layout design, package design, etc.


Brands are a concept, not a concrete object. A brand refers to the emotional and psychological relationship between a company and consumers - what people think and feel when they experience your company. Branding takes time and consistent messaging to build an idea around a company: think of Apple, for instance, or Coca-Cola.