Before I start a new logo for a client, I ask them to send me examples of logos they like. They don’t have to be from the same industry or even related to their business in any way. I do this to try to get visual insight for what style, colors or characteristics they’re drawn to. This helps me tap into their vision and get more clear direction than I would from verbal information. However, once in a while, I’ll receive the Apple logo as part of the samples. Don’t get me wrong, that logo is beautiful, but more often than not, clients are actually responding to the brand, more than the logo itself. So today’s tip is on the distinction between a brand and a logo.

Brand

A brand comes down to experience. It’s how people feel about a business. It englobes all their interactions with a company, whether that’s through product use, marketing efforts, customer service, what they’ve heard others say—anything and all that has impacted how they think about a business.

Logo

A logo is an actual graphic that identifies a business. It’s a visual and memorable element that helps people recognize a company. The logo is a part of the brand. 

So while we sometimes tend to interchange the word “brand” and “logo,” they are definitely not the same thing. Yet, both are equally important to any company.

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