The terms logo and brand are often used interchangeably. They are, however, different—but related—things. This brief overview will help you understand the difference, which will help you better position your business and more effectively work with design and marketing professionals.
What is a logo?
A logo is a visual shorthand for your business. Logos originated from a time when literacy rates were very low and businesses had to rely on visual signage to convey what they offered. Today, logos are used to present your business in a visually consistent way. Logos fall into two categories: wordmarks and logomarks.
Wordmarks are focussed around the visual styling of the company’s name, such as the logos for FedEx or Google. They make the presentation of your company consistent and more memorable. If, for example, you styled the word “poodle” to look like the Google wordmark, people would instantly understand that you were referencing the Google logo.
Logomarks are focused on visual representation. Think of the Nike swoosh, the Starbucks mermaid, or the Mercedes logo. You know what these images mean even when they are shown without the company name.
Many logos incorporate both a wordmark and a logomark, which can be presented together or separately depending on the situation.
What is a brand?
A brand is less tangible that a logo. Your brand is the collection of your company’s values, the ways you present yourself to the public, and even the complex feelings the public has about your business. You brand is a position, a standpoint, and a complete public image.
How your logo supports your brand
Your logo is at the forefront of reenforcing your brand. It needs to support the aspects of your brand that you want to convey to your potential customers.It is a worthwhile exercise to make a list of your brand values (e.g. need or luxury, formal or casual, modern or classic) before working with a logo designer so that you are on the same page about what you need to convey to your audience.
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My name is Mark Garrison and I’m a graphic designer and illustrator based in Victoria, British Columbia. I have more than 20 years of experience producing creative work in a variety of media and using strategic thinking to build and grow projects.