Brand Identity Vs Logo Design — What You Need To Know
Brand identity and logo design — they’re not the same thing, but it’s easy to confuse the two. We’re here to set you straight.
Every business needs a logo. But not all logos are created equal.
Even if you have zero design skills, with today’s online tools, you can generate a free or low-cost logo for your business in seconds. That might be good enough when you first get started. But will it still cut it as your business expands?
The honest answer? Probably not. When you let a low-cost, AI-assisted logo generator do the work for you, or even hire a freelancer to custom-design one, there’s a huge concept-shaped piece missing — your brand identity.
The thing is, in today’s competitive market, it’s getting harder and harder to differentiate one brand from another. That mountain outline and word mark combo might have looked like a steal when you handed over $99, but now you realize it looks like another company’s logo (think Toblerone, Coors, Paramount, Patagonia, Quicksilver, Evian, and more).
With a full brand identity, there’s a lot more going on behind the scenes, including mood boarding, sketching, research, and ideation — everything you need to ensure that your brand stands out from the competition and speaks to your target audience.
Every business has the same need — a logo that people remember.
What’s a logo design?
A logo design is a symbol or mark that represents a company or organization. Ideally, it’s the first thing that comes to mind when someone thinks of a brand. A well-designed logo needs to be simple, memorable, and easily recognizable. It also needs to reflect the values and personality of a brand.
When a logo is designed in isolation — and not as part of a complete brand identity — it doesn’t truly represent the brand’s values and personality. At the same time, from a practical perspective, cheaper templated logo designs usually only come in two file types .png and .jpeg.
In reality, companies need multiple file types and versions to ensure consistency across every touchpoint. This gives them a logo that’s easily scalable, wherever it’s needed — from social media profiles to company t-shirts.
What is brand identity?
Brand identity covers all the visual and textual elements that work together to create a consistent and cohesive brand image. It includes logo design, colour palette, typography, imagery, and tone of voice.
A strong brand identity aids recognition and helps differentiate a business in the minds of customers and stakeholders. Done right, it can establish trust, credibility, and loyalty, serving as a powerful means to build brand reputation and equity.
Successful brand identities should be consistent across all communication channels and touchpoints, reflecting the brand's values, personality, and positioning. A full brand pack from a design studio contains all the file formats and logo variations a company needs to achieve this.