There is a general perception that “logo design”, Visual Identity and “BRAND” are the same thing. These three terms are sometimes used interchangeably. However, although they are closely related because they are worked together and cohesively, they are very different processes.
Let’s see what each one is:
A logo is an easily recognizable graphic symbol that identifies a company, a commercial product, any public or private entity. It is one of the ways to distinguish a BRAND in such a competitive world, full of graphic elements that try to attract our attention every day.
A logo is usually a combination of typography, graphics/symbols and colors.
The logo is a graphic element that is part of the visual identity of a BRAND.
Brand visual identity
The brand’s visual identity is made up of the visible elements of a BRAND, including color, design and the brand logo. It is the way a company or business presents itself to the public and distinguishes its business in the minds of consumers. Simply put: it’s what you, customers and prospects can see.
A BRAND is the idea or image that people have in mind when they think about a company’s specific products, services and activities, both practically and emotionally. This combination of physical and emotional cues is triggered whenever the brand comes into contact with the public. It can be through the BRAND name, logo, products, visual identity, team, services, customer service, advertising – among others.
The American Marketing Association, defines BRAND as:
“A BRAND is a name, term, design, symbol or any other feature that identifies a seller’s product or service as different from other sellers.”
ISO brand standards add that a brand “is an intangible asset” that aims to create “distinct images and associations in the minds of stakeholders, generating economic benefits / values”.
Why are they confused?
Because they go together and because they are worked in a synchronized way within a strategy called Branding.
Doing an exercise:
Think of a brand you like, visualize its logo and identify the experiences you had in the interaction with the BRAND and what are the feelings and experiences that the BRAND gives you.
If you think of a luxury BRAND, for example, after viewing the logo and if you are familiar with the brand, some images and emotions come to mind.
Some people may feel a sense of luxury and elegance, remember the brand founder as an icon, think about products, prices, feel the desire to buy, think about the experience they had in the store (sympathy, care, cleanliness, smell , etc.).
The experience and perception will be different for each of us. However, the overall impression of the brand should be quite similar for the general population, all this is worked within the Brand Strategy – Branding.
In other words, when you think about the logo, you automatically think about the brand and feel the experiences and it all happens together, not separately. Right?
Brand is the customer’s emotional response to their feeling in response to the Branding strategy;
The BRAND is unique – it is the sum of everything the company has to offer.
The VISUAL Identity is the tangible, visual elements of the Brand, such as:
- Brand name
- Logo and Slogan
- Color palette
*These elements are present at all contact points (websites, stationary, product packaging, etc…)
The logo is a sign or icon that identifies the company’s BRAND in the simplest possible way;
It must convey the BRAND’s beliefs, emotions and values to consumers in just a small graphic;
It is one of the most important elements for brand recognition;
It must have associated the BRAND’s concept, purpose and values to its development.
You can read more about Brand strategy in our article: Branding Vs Digital Marketing.