What is the relation between a brand & its logo
For starters, a logo is not a brand. Logo design is definitely a part of a brand and its identity, but it is not everything.
Let’s understand the meaning and purpose of each of the following before looking at how they are all related to each other.
- Brand
- Brand Identity
- Logo
What is a Brand?
Like how people form impression about other people, they also make inferences about your company.
If you sell consumer products, then your product is your brand- good or bad depends on the expectations and experiences of the consumers with your product. Now even if your competitor is selling exactly the same product, however your brand’s value as perceived by your consumer is what really differentiates your product from what your competitor is selling. Products can be copied but brands are unique.
Brand design, visuals and colors gives a unique visual appearance to your brand, but the effort required to create differentiation of your brand in consumer’s mind goes beyond the design and graphics.
For more about brand perception in simple terms, following link is recommended: What is a Brand?
Brand Identity
- The visible elements of a brand comprising of brand name, logo, colors, typeface and graphics are some of the things which form the brand’s identity. But there’s more to brand identity than just the physical aspect of the brand that makes it visually recognizable.
- Brand Communication Style i.e. how the brand communicates, its tone of voice, writing style, design style in marketing collaterals, signage, messages and actions.
- Brand’s value system
Logo Design
Logo is the central identifiable visual element that helps people remembers a brand. This graphic appears on everything that relates to the business to reinforce the visual identity of the brand.
The purpose of logo is identification.
Example:
Mahindra’s CanvasM corporate logo design by branding agency OH! Design Studio
