People often use "logo" and "brand" as if they mean the same thing. They do not, and the difference affects what you should spend money on first. A logo is a symbol. A brand identity is the whole system that makes your business look and sound like itself, everywhere it appears.
What a logo is
A logo is the mark, and usually the wordmark, that identifies your business. A good one is simple, readable at small sizes, and works in one colour as well as in full colour. It is the part people recognise on a shop sign, an invoice or a social media profile picture.
What a brand identity adds
A brand identity includes the logo and everything around it:
- Colour palette, with exact values for screen and print.
- Typography, meaning the fonts used for headings and body text.
- Imagery style, such as the kind of photography or illustration you use.
- Voice, which is how your writing sounds.
- Templates, for social posts, presentations, letterheads and proposals.
- Guidelines, a short document that explains how to use all of this consistently.
The point of the system is consistency. When your website, your brochure and your Instagram all look related, people remember you faster and trust you more.
When a logo on its own is enough
A logo-only project makes sense when you are just starting, when you work alone, or when you need something professional quickly and have a small budget. You can pick a simple colour and font to go with it and build the rest as you grow.
When you need a full identity
Consider a full identity when:
- more than one person creates materials for your business,
- you appear on many channels, such as a website, social media, print and presentations,
- you are entering a competitive market and need to look distinct,
- you are refreshing a brand that has grown inconsistent over the years.
A question to ask yourself
Who will make the next ten pieces of content for the business, and will they know what to do? If the answer is "I will, and I am not sure what colours I used last time", a small set of rules will save you time every week.
How to avoid paying twice
If you start with only a logo, ask the designer to deliver it in vector format, with versions for light and dark backgrounds, and to tell you which colours and fonts it was designed with. That way you can build a fuller identity on the same foundation later without redoing the logo.
Our branding service is structured in exactly these steps, from a single logo to a complete brand system. If you are not sure where to begin, tell us about your business and we will suggest the smallest package that meets your goal.