People often use “logo” and “brand” to mean the same thing. They’re related, but not the same.
A logo is a mark. It’s the symbol or wordmark that sits on your sign, your website and your business card.
A brand identity is the whole system around it. It includes the logo, but also your colours, fonts, style of images, and the way you write and speak. It’s what makes everything you put out look like it came from the same business.
A simple way to think about it
A logo is like a face. A brand identity is the face, the clothes, the voice and the way you carry yourself.
Why a logo alone isn’t enough
Say you have a great logo, but your website uses different colours, your flyers use a different font, and your social posts look like a different company. People won’t connect them. A full identity ties everything together.
What makes a good logo?
- Keep it simple.
- Make it memorable.
- Check it works small (on a business card) and large (on a sign).
- Check it works in one colour.
- Choose something that suits your business, not a passing trend.
What should you do first?
If you’re starting out, a logo is a fine first step, as long as it’s designed with the bigger picture in mind. If you’re growing, a complete identity pays off, because it keeps everything consistent as you add more things to look after.
We design both. Ask us for a quote and tell us where you’re at.
Related: What is a brand identity? · What goes into brand guidelines · See our brand identity service.