Logo vs Brand: Are they Different?

When a client comes to me wanting a logo designed, I usually have a list of questions I ask them before I start the job. The reason being, the logo is only a part of a whole. By that I mean, for a logo to be effective, it must be seen in light of the brand that it represents. You may ask, “What’s the difference between a logo and brand? Aren’t they the same thing?

There is a difference between a logo and brand, although it can be complex to explain. Hopefully, the following will give you a better understanding of the function of a logo and brand.

What is a logo?

  • the ‘face’ of your business
  • visual
  • includes a name
  • may include a symbol
  • has specified colors
  • easily recognisable
  • reproducible

The logo symbolically identifies you as a business on business cards, letterheads, brochures, signage, t-shirts, websites etc

Read my earlier article on ‘Logo design tips: Less is more’ for practical advice when designing a logo.

What is a brand?

  • the ‘personality’ of your business
  • communicates your passion and expertise, (value and benefits)
  • identifies or sets you apart from the crowd
  • differentiates your product, or service from another
  • positions you in relation to your competitors
  • is your voice that connects your consumers through words and images
  • focuses on your target audience i.e. age, gender, marital status
  • presents information through marketing and promotions
  • has a presence which may include social media
  • is the essence of a promise to customer experience – online, offline, or in person.
  • is the perceived emotional connection with the consumer

A logo and brand are not the same but when combined will attract attention, add value, and benefit the customer experience. A carefully planned logo and  brand strategy will help you reach your audience and communicate your message effectively and efficiently. Both are vital parts to your business.

Recently, I decided to rename and rebrand my design service. In fact, I’m working through this branding process as I’m creating this blog. From experience, it’s not easy working through the details, but I see it as an essential part of my business plan. How about you?

Have you a brand for your logo? Does your logo reflect your brand?

If not, use the definitions above as a guide to create a ‘face’ for your logo and a ‘personality’ for your brand. Wishing you all the best in your endeavours!


‘Good design is good business’

– Thomas J. Watson Jr.





Heather Lee

Heather Lee

Heather has had many years experience as a graphic designer in both the advertising and publishing industry. She enjoys helping others by providing solutions to visual problems for print and the web.
Heather Lee

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