Tl;dr – A logo and a brand are the same thing, don’t let anyone tell you differently.
If you agreed with that statement, for even a second, then you NEED this article.
And if you think you already know your brands from your logos, then read on to have your mind blown.
What is a logo?
A logo is an easy-to-recognize, reproducible visual design element (often including a name, or specified colours or trademarks) of a brand’s message.
A precisely designed logo should evoke some memory or emotion from the viewer depending on their relationship with the brand.
What is a brand?
Brands are a little more difficult to sum up.
Basically, there are two perspectives on a brand – the business and the audience.
The business perspective
For a business, a brand encompasses the message, the visual design, the client/customer persona, the voice, marketing and the presence of a company.
The audience perspective
For an audience, the brand comes down to the reputation of the business, what they represent, how they make their customers feel.
A logo by itself is simply a graphic, maybe a name, but with a brand, it can have substance. A brand offers depth and can represent everything that a business is and give its logo meaning.
Combined, a logo and a brand can help you effectively and strategically reach your target audience.
How can a logo help a brand?
People need to instantly connect with your brand when they see your logo.
A good logo enhances people’s memory of your organization. If the feeling is positive, whether the person is a potential client, employee or provider, the logo will contribute to his/her emotional connection with the brand, amongst the other elements of your branding strategy.
If you don’t believe that this is a terribly important factor, here’s an example: In 2010 clothing brand Gap changed its logo and many consumers were so disappointed with the new logo that the company returned to the original one for fear of declining sales.
A logo creates consistency over different communication channels
Businesses and organizations exist on many different platforms – websites, blogs, social media, events, leaflets, brochures, business cards, etc.
So having a multipurpose logo is essential to appropriately represent your brand in a consistent manner.
It is part of your brand identity
The logo of your brand or organization will be part of your (visual) brand identity. This is very important because it will be one of the main tools to graphically reflect your brand name, values and personality to the rest of the people you communicate with.
People expect from a brand to have a professional look, starting with its logo.
A striking logo design made by an expert designer will make your brand stand out, but also look more reliable and trustworthy. Plus, a logo designer can improve your chances of having a unique and innovative logo that reflects your brand’s identity.
Establishes an emotional connection with your stakeholders and boost brand loyalty
This is probably the most difficult aspect to articulate since it varies between customers and companies. But a logo can instantly symbolise and establish the connection you are trying to make with your audience.
As long as it’s innovatively designed, clever but not too clever, and connects with the consumers you’re trying to reach. Easy peasy, right?
It might sound hard but it’s worth the effort.
Over years of continued respect for your customers, providing a service or product they can rely on, you establish depth to your logo and boost their loyalty to your brand.
If you want to create the right logo and brand identity for your company, contact us today!