The Difference between a Logo and a Brand Identity

Although often conflated, a brand identity and a logo are not synonymous. They are, however, very related. Your logo is an important piece of your brand, that helps to establish brand visibility, consistency, and recognition.

A brand identity (not to be confused with the brand strategy), is a group of visual elements that come together to create an experience for customers. These elements include the logo, for starters, but also packaging, signage, apparel and uniforms, imagery, social media profiles, and more. (If you’re looking for more information on brand strategy, this Hubspot article is an excellent place to start.)

On the other hand, a logo is a visual graphic that represents a company and for which customers will recognize and associate with the company. Logos are a critical piece of a brand, but they are always part of a much bigger picture. When used on marketing materials, your logo will help viewers and customers to conjure up all the things that are associated with your brand.

Let’s use Nike as an example, since most people are familiar with their logo as well as their brand identity. The Nike logo is the swoosh check-mark, which we all recognize immediately. However, the brand identity is not just the swoosh; it also encompasses the store layout, their website, the images on their Instagram feed, their “just do it” slogan, and so much more. When people see the swoosh logo, they not only recognize that it’s Nike, but the company’s values, aesthetic, and overall brand are brought to mind.

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Designing brand identities is part of our business. Reach out to Michaela for a free consultation if you’re launching a new brand, or looking for a refresh.