Before I start a new logo design, I ask my clients to send me examples of other 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 get visual insight into what style, colors, and aesthetics they’re drawn to. 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, what’s the difference?
Distinction Between A Brand And A Logo
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.
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 an essential part of the brand.
When people see the Apple logo, they might think about modern and cutting edge technology. They could associate it with expensive and beautiful devices or sleek product design. People may feel it’s cool, trendy, elegant, or high-end. However, these thoughts and feelings don’t come from the logo graphic by itself. They are the result of the brand that has been built through the many tangible and intangible elements, such as the use of their products, ads and commercials, website experience, launch events, customer service, store environment, celebrity endorsements, and more.
While we sometimes tend to interchange the word “brand” and “logo,” it’s important to understand the difference. A well-designed logo and a strong brand are equally important to any company.