The difference between branding and logo design

The terms "logo design" and "branding" frequently seem synonymous. These two words are even sometimes used interchangeably. However, they are completely separate processes even though they are tightly connected and need to operate together cohesively.

The process of creating a logo is known as logo design. On the other hand, branding is the process of creating a brand. Therefore, it is crucial to first establish the notions of a logo and a brand in order to better comprehend the distinction between logo design and branding.

A logo is a visual mark that quickly identifies a business, a product for sale, or any other public or private institution. In a world where graphic elements compete for our attention on a daily basis, it is one method to set a business apart. 

A logo often consists of a combination of colours, illustrations, and typography. It is a graphic component that makes up a brand's visual identity.

Check out the CHANEL logo as an example

One of the most well-known logos among luxury businesses is that of CHANEL. It consists of the word CHANEL printed in all capitals and two C's that face away from each other and lock together. 

The brand occasionally only uses the word "CHANEL" or the two Cs together on some product packaging (check out the website for examples). As a result, the logo is utilised for a variety of purposes across many platforms.

What is the brand definition?

A brand is the concept of representation that people have in mind when considering certain offerings from a company in both rational and emotional terms.

When it comes to your personal brand it is a reflection of who you are, what you aspire to be, and how others see you.

Once exposed to all of the touchpoints between a person and a particular brand, this combination of physical and emotional stimuli is activated. These include, but are not limited to; the company name, logo, products, visual identity, employees, or advertising.

This is the CHANEL brand

If you are somewhat familiar with the company and have thoughts and feelings after viewing the logo, they could resemble the photo collage above. Some consumers may be influenced by the brand's founder's status as a fashion icon, and the products (makeup, clothing, and accessories), French haute couture, the high costs, or the in-store experience. 

Others may be influenced by a sense of luxury and elegance. Each of us will have a distinct experience and perspective. However, as a result of CHANEL's branding approach, the broader public should have a comparable perception of the brand.

Logo Design vs. Branding

The process of creating a logo is known as logo design. Building a brand is the process of branding. 

To be more specific, it is a marketing tactic used by businesses to make it easier for customers to recognise their brand and products/services, as well as to persuade them to pick them over the competitors’ offerings. What a certain brand is and is not, is made clear by its branding strategy.

Different tools may be used to create a brand. Among the components employed in a branding strategy are the following:

  • Brand definition: goal, values, and commitment
  • Statement defining the brand
  • Name, tone of voice, and visual identity create and maintain a brand (which includes the logo design)
  • Communications and advertising: TV, radio, publications, billboards, websites, mobile applications, etc.
  • Partnerships and sponsorships
  • Design of products and packaging
  • In-store interaction
  • Workplace history and management philosophy
  • Customer service
  • Pricing policy

As we can see, one of the elements used to create a brand's visual identity is logo design.

Why does a logo matter so much in branding?

The majority of touchpoints with consumers and other stakeholders, including the website, brochures, stationery, product, packaging, commercials, uniforms, storefronts, and so on, are likely to use the logo, even if it is just one of several branding aspects.

Consequently, a logo may be viewed as one of the key graphic components that enable consumers to immediately recognise a firm, its products and services. It will also frequently be the first thing people see/remember of, to recognise you.

Here are some reasons why having a professional logo is important for branding

1. People can recognise and remember your brand more quickly when it has a well-designed logo.

One of your company's primary means of identification with customers and other stakeholders is a logo. It will then be easier to quickly identify your brand across various platforms and touchpoints.

2. It establishes consistency across many communication channels.

Businesses and organisations may be found in the modern world via a variety of platforms, such as websites, blogs, social media, events, flyers, brochures, business cards, etc. 

You can effectively and consistently represent your business across all forms of communication by using a multifunctional logo.

3. It is part of your brand identity.

Your company's or organisation's logo will be a part of your (visual) brand identification. This is important since it will serve as one of the key tools for communicating your brand identity, values, and personality to the people you interact with graphically.

4. It promotes professionalism and improves expectations.

People anticipate a brand to have a polished appearance, beginning with its logo. Your brand will stand out thanks to a professional logo design that also makes it appear more dependable and trustworthy. 

A logo designed by a professional will also improve your chances of having one that is original, cutting edge, and accurately represents your company.

5. It will stand your company apart from the competitors.

Brands can experiment with their logo design to set themselves apart from the competition. To demonstrate what your brand is in comparison to the competition, utilise various colours, forms, styles, and typographies in the design of your logo. A design for the logo that is pertinent to the business will also aid in brand recognition.

7. It may promote a personal relationship with your stakeholders and increase brand loyalty.

When people first see your logo, they should immediately recognise your company. A strong logo will help people remember your company and the emotions it evokes in them. 

The logo, together with the other components of your branding strategy, will help the person feel positively about the company, whether they are a potential customer, employee, or provider. 

When the apparel retailer Gap made the decision to alter its logo in 2010, many customers were so dissatisfied with the new design that the business opted to revert back to the previous one.

To summarise

A brand is a mix of all the tangible and intangible qualities that reflect the business, whereas a logo is a visual element that symbolises the brand alone. The logo wouldn't have any true significance without the brand; it would just be a decorative piece.

A strong branding strategy and a well-designed logo work together to not only help organisations reach their customers more efficiently, but also to construct an enduring, market-dominating brand. 

Don't undervalue a well-designed logo that is in line with your entire branding strategy if you are an entrepreneur considering creating a new company. Long-term, it will pay off as an investment for your company and brand.

Maybe it's time to reconsider your brand and logo. Is it professional and effective?

Do prospective buyers recall your brand and use it to communicate?

Not sure where you stand with your current brand and logo? We are always on hand to help you.

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