22 April 2021
What’s the difference between a logo and a brand?
Let’s start with the easier of the two, the logo.
A logo is a visual design or mark that businesses use to represent their company. Think Nike’s swoosh, McDonald’s golden arches, Coca-Cola’s squiggly underlined name or Starbucks green mermaid.
When you see the Disney logo, you think of enchanting storylines and childhood bliss almost immediately. This entertainment industry powerhouse depicts the iconic castle from Cinderella in its logo design. The graphic elements complement each other and create a magical face for the company.
Many successful companies tend to opt for versatile but simple designs. Brands that do this tend to think about how their logo will look when put in different applications and assets. In other words, will it look as good on a massive billboard as on a small social media post?
The majority of well-known logos are combination marks, meaning they have both a text and graphic design component, like the Disney one. Think also Amazon and the arrow (or is it a smile?). Sometimes it’s just the written name - think Google with its custom-made font and the colour sequence of blue, red, yellow, blue, green, and red.
This type of design is particularly useful for creating both strong brand awareness and name recognition as well as giving it a strong visual presence with purpose-built images.
Big companies like to keep it simple with their colours, too, with 76% of designs using a selection of only one or two colours in their logo, which is considered logo design best practice.
That’s logos, but what’s branding exactly? Basically, it’s the logo and everything else. It is the process of creating a strong, positive perception of a company, its products or services in the customer’s mind by combining such elements as design, mission statement and a consistent theme throughout all marketing communications.
How your website, flyers or business cards are designed is branding.
How a newspaper looks, the fonts it uses and its tone of voice are branding.
How snazzy your digital marketing comes across is branding (crucially, online shoppers don’t have the luxury of touching and feeling the products they buy, so the visual experience is extremely important).
How many promotions or discounts you offer is branding (you would expect sales every other month from DFS but not from Mercedes-Benz).
Effective branding helps companies differentiate themselves from their competitors and build a loyal customer base.
Crucially, all the elements of branding must be consistent. It doesn’t make sense splashing the cash on glossy ads in newspapers or trade publications aimed at driving traffic to your website if when people get there the web design is tacky and the functionality basic.
Good branding is strategic, while marketing is tactical. When you establish the wider objectives and clearly define your brand promise, you can start crafting a marketing plan that’s geared towards achieving those goals.
Jazzbones is a full-service agency. What does that mean? It means that we can design or modernise a logo, but it also means we can do all the rest. That can mean anything from creating branding for a start-up from scratch to revisiting established brands to make them fit for the twenty-first century. Or it might be just a fab logo design.
We have created logos and/or branding for companies of all shapes and sizes in multiple sectors. Budgets will depend on the size and scope of a project.
Jazzbones Creative Founder and Creative Director