Branding:

What is the Difference Between a Brand, Branding and a Logo?

Sarah Porter
  • Senior Designer
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The terms brand, branding and logo are often used interchangeably, but their meanings are quite different. Assuming they mean the same thing creates a whole wave of confusion. So let’s clear this up…

Starting from the beginning, a brand is what people think of when they consider a company or product; it’s everything a customer perceives the product or service to be and the experience people have when they interact with it.

Branding is the act of creating the brand, where the characteristics, qualities, values and key messages of the company or product are identified and communicated through a carefully considered selection of colours, typefaces, design (including illustrative or photographic style) and tone of voice, as well as, of course, a logo.

Using the same devices as we do in the branding process as a whole (such as colour, typeface, design style), a logo gives a quick visual representation of the company or product, communicating the vital elements of the brand – like a recognisable snapshot.

Despite it’s importance though, it is crucial to remember the logo alone isn’t the brand. If you have a piece of marketing material that is still identifiable with the logo removed, you know the branding has been successful. This is why consistency is key (I’m sure I mention this in every blog I write… but that shows how important it is!) Making sure the colours, typeface, design and tone of voice are consistent across all output will give the brand integrity, keeping it recognisable, even when the logo is removed.

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Your brand name exists objectively; people can see it. It’s fixed. But your brand exists only in someone’s mind.
Forbes.com

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