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LOGO vs IDENTITY vs BRANDING - What to do?

70% of my work is designing and developing logo designs for small to medium businesses. Nearly all of them don't know the difference between Logo Design, Identity and Branding. It is my job to help define what each category is and what would be best for your business... So below is a general outline on the differences.


Everyone knows what a logo is. It’s that shape companies use to represent their company; like Nike’s swoosh, McDonald’s golden arches (M) or Starbucks green mermaid. A logo doesn't need to describe what a company does, but helps customers identify your company with a mark or icon.


One major role in the ‘brand’ or ‘corporate image’ of a company is its identity.

In most cases, identity design is based around the visual devices used within a company, usually assembled within a set of guidelines. These guidelines that make up an identity usually administer how the identity is applied throughout a variety of mediums, using approved colour palettes, fonts, layouts, measurements and so forth. These guidelines ensure that the identity of the company is kept coherent, which in turn, allows the brand as a whole, to be recognisable.

The identity or ‘image’ of a company is made up of many visual devices:

  • A Logo (The symbol of the entire identity & brand)

  • Stationery (Letterhead + business card + envelopes, etc.)

  • Marketing Collateral (Flyers, brochures, books, websites, etc.)

  • Products & Packaging (Products sold and the packaging in which they come in)

  • Apparel Design (Tangible clothing items that are worn by employees)

  • Signage (Interior & exterior design)

  • Messages & Actions (Messages conveyed via indirect or direct modes of communication)

  • Other Communication (Audio, smell, touch, etc.)

  • Anything visual that represents the business.

All of these things make up an identity and should support the brand as a whole. The logo however, is the corporate identity and brand all wrapped up into one identifiable mark. This mark is the avatar and symbol of the business as a whole.


Branding is certainly not a light topic – unlimited resources of books and online articles have been written on the topic, but to briefly describe a ‘brand’ as an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience. On that note, it should also be stated that a designer cannot “make” a brand – only the audience can do this. A designer forms the foundation of the brand.

Many people believe a brand only consists of a few elements – some colours, some fonts, a logo, a slogan and maybe  some music added in too. In reality, it is much more complicated than that. You might say that a brand is a ‘corporate image’.

The fundamental idea and core concept behind having a ‘corporate image’ is that everything a company does, everything it owns and everything it produces should reflect the values and aims of the business as a whole.

It is the consistency of this core idea that makes up the company, driving it, showing what it stands for, what it believes in and why they exist. It is not purely some colours, some typefaces, a logo and a slogan.

As an example, let’s look at the well known IT company, Apple. Apple as a company, projects a humanistic corporate culture and a strong corporate ethic, one which is characterised by volunteerism, support of good causes & involvement in the community. These values of the business are evident throughout everything they do, from their innovative products and advertising, right through to their customer service. Apple is an emotionally humanist brand that really connects with people – when people buy or use their products or services; they feel part of the brand, like a tribe even. It is this emotional connection that creates their brand – not purely their products and a bite sized logo.

Here is a chart outlining the differences:


Brand –The perceived emotional corporate image as a whole. Identity – The visual aspects that form part of the overall brand. LogoIdentifies a business in its simplest form via the use of a mark or icon.

I hope this helps with defining the three big elements of a business and points you in the right direction on what you are after for your business.

For help on pushing your business in the right direction, feel free to contact me on 0421 722 118 or

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