I can’t tell you how many times I’ve heard the phrase: Your logo is not your brand. This is repeated often enough that I have to guess there are people out there, who think a logo is a brand.
On the other end of the spectrum there are people arguing that a brand is so much more than a logo, that a logo is inconsequential. So I wanted to show how I define, understand and use the terms logo and brand, as well as some other related key words.
A logo is the graphic symbol that represents a person, company or organization. If the logo is well-known enough, such as the Nike swoosh, you may even see a logo used without the name of the business that it is associated with. Normally, most marks have a typographic part that more clearly spells out the name of the organization.
Once a logo has been designed it gets applied to many different applications. These can be as simple as the logo placed in the top center of a piece of paper and calling it letterhead. If all you do is essentially rubber-stamp your logo onto different things, you really have not developed a full brand identity.
Rich brands are developed like fine wine not created in a flash like microwave popcorn. A well-crafted logo is the seal of excellence ensuring consumer confidence and trust. Logo design can be the catalyst for a great company or product launch. It is the foundation of visual storytelling. Having an innovative product or service is a start, but logo design is a huge reflection of a company and lays the groundwork for a brand to thrive in the marketplace. It may seem counterintuitive, but the simpler the logo design, the more memorable it will be. Approaching logo design from a minimalist standpoint can be highly effective if aligning with the brand it represents. Implementing a strong visual brand identity & brand strategy is vital to your company’s long term success.
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