Logo and Brand: How Far are the Two Related?

With the increasing popularity of the online world, businesses are constantly trying to establish their online presence and enhance their customer base. Consequently, terms like brand identity, corporate identity, branding, logo etc have become more popular than they had been even some years back. While discussing the various features of logo or the aspects an icon should ideally exhibit, much is said about branding. Unfortunately, logo and brand identity is often confused with each other, leading to a wrong understanding and implementation of the concepts.

Differences between Brand and Logo

An icon is a visual representative of an organization and is created with the intention of exercising an impact on the market. An icon can just be a symbol and is hence, required to uphold the organization in an evocative manner if not in the literal sense. Brands on the other hand, are everything that defines an organization. It is, in short, the personality of a business. Remaking an icon representative is easy while recreating brands is not only difficult but also impossible at times. There are several other differences between the logo design and brand or corporate identity design concepts and in order to have a clear understanding of these, take a look at the following:

• Brands are mostly abstract entities and cannot be perceived or thought in terms of colors, fonts and symbols. It is the perceived image of your organization. Logos also represent your company but they comprise of colors and fonts as important parts determining the appearance of the actual icon.

• Both brands and icons are effective communicators of the message of a business organization. However, the functions of the brands are more all- encompassing than logos. This is because branding includes the work an organization does, the strategies it implements, the products and services it launches and everything else as a collective whole.

• Brands are umbrella terms while logo has a separate identity of its own. To put it simply, brand identity is a collection of visuals, communication tools and the logo. Thus, the symbol is an essential part of the brand identity.

• An icon is always associated with a company while a brand is not just a corporate phenomenon but way beyond that. For instance, celebrities embrace brands too and this is why, people are aware of what they can expect from a movie starring particular celebrities.

• Even customer service and employee behaviors come under brands while an icon has little to do with these.

Rebranding and Logo Re-Designing

Brands and icons are not the same. Quite similarly, the task of rebranding or changing the brand identity of a business and that of redesigning the logos greatly vary. When it comes to actual rebranding, a company might be required to change its name, identity, packaging, products and also price structure apart from the icon.

Recreating a visual representative necessitates the designer to grasp the consumer set and at the same time, focus upon the brand in the real sense.

A logo establishes the public image of your organization in the market while brands are meant to create the image of your business in the world at every step and in thorough details. The professionals in a reputed logo design company are aware of the differences and can therefore, render businesses with the right icon as well as the desired brand identity.