This is a common debate. What exactly is the difference between a brand and a logo? Aren’t they the same thing?
No they are not. They are quite different. And it’s important to know the difference. Lets break it down:
Every company has a brand, whether you like it or not. Whilst there are a million definitions on what exactly a brand is, my favourite definition comes from Marty Neumeier, who says that “a brand is someone’s gut feeling about a product, service or company”. This is quite strong as you can have a positive brand or a negative brand. It’s the summation of everything about your product or service and how people feel about it.
A logo on the other hand is a symbol or an icon that represents your company. It is not your brand. It is just a symbol. Sure the symbol can have lots of meaning attributed to it. But at the end of the day the logo is just a visual/physical manifestation of your brand. And as such it should try to encompass some of your brand values and your brand essence.
So if you want a new logo, that’s one thing – you need a good graphic designer who understands your brand. (Of course you should not just change your logo for the sake of it – generally there needs to be a pretty strong rationale for changing).
But if you want a new brand, that’s something entirely different. A brand is emotionally based. A new brand is a much bigger body of work that involves a brand strategist, as it affects the positioning of your company and how you’re going to compete in the marketplace. This affects everyone’s perception of you, therefore getting it right is crucial. Remember a “brand is not what you say it is, it’s what they say it is”. And by “they” I mean the customer, competitor, staff member, anyone.
How do you define a brand or a logo?