Your logo is not the same as your brand!

That’s right friends! A common misconception, but let me explain.

Often the words “branding” and “logos” are used synonymously, by clients (who are forgiven for not understanding the difference) but by designers too! (the horror!)

When in fact they are different entities.



“A brand is what people are saying about you behind your back.”

(Thank you for that nugget, Chris Do)

Your brand is a bigger piece of the pie. Its the lasting impression, the thoughts and the feelings that your consumer has about you, your service, your product or business.

It is the overall stamp that you leave on your audiences’ mind.

Take Apple for example, from my point of view (a classic):

When I think about Apple:

I trust they products will work

I see the products fitting into my lifestyle

I feel an affinity with their beautiful-is-best mindset

I feel looked after

I appreciate the high quality and feel like I have the best

I’m not afraid to pay a premium for the above 

If you’re a business owner, and you want to understand more about your brand (forget logos and typefaces for a moment, we got bigger fish to fry first….)

Take a moment to consider:

Am I aware of my lasting impression? Am I aware of the stamp myself or my business leaves?

Are the things people are saying about my business, behind my back, the right things?

Do I even know what people are saying? (tip: ask them! )

Most importantly, what does my business *need* this message to be?

Logos are just one element that form part of a brand experience.

Part of a branding exercise is getting to grips with the above, by creating a narrative which speaks to the right people; so they in turn start to say the right things.

(Before we’ve even touched a font!)


So what on earth is a logo then?

A logo is a tool. It’s a mark. It’s your seal of approval. It forms part of your Identity.

Identity is the umbrella term for all of the things you think you need when you say branding. Including a logo, typeface selection, colour palettes, paper stocks - it’s typically, the graphic design bit.

It’s a vehicle that helps to communicate that lasting impression. (note; it helps, but it doesn’t do all of the work.)

Lets skip back to Apple for a sec:

When we see the Apple logo, we instantly remember all of the points we made above. We need those points as a solid foundation; to make our identity do that bit extra. 

When we uncover what our brand should stand for first, we can create an identity that follows through.