There’s a lot of misconception when it comes to the differences between a logo, an identity, and a brand. People in marketing and design may have a decent grasp on the definitions and applications, but how about you?

If your are a bit unclear, or you have absolutely no idea, or you just want to see I’m for real or full of crap, then read on. I’m keeping this post very simple, with three categories along with descriptive bullet points to define each.

Before moving on, it must be said: there is some overlap for all three of these categories. For example, it’s not exactly wrong to call a logo a brand because of the origin of the word ‘brand’ (the hot iron rod with the company’s icon or word mark, used on shipping boxes and livestock).

Okay, now onto the meat.

A logo is

  • the representation of the organization in its simplest form
  • the emblem or mascot of the organization
  • the foremost element that triggers the feelings of consumers
  • critical for an organization to be recognizable
  • a trademark

An identity is

  • the different physical elements of the company that work together and customers come in contact with
  • the complete package of company materials: your logo, business cards, email signatures, websites, ads, your employee uniforms, store layout design, package design, corporate jingle, etc.

A brand is

  • a concept, not a concrete object
  • the foundation of your entire marketing framework
  • the emotional and psychological relationship between a company and consumers
  • what people think and feel when they experience your company (their gut feeling)

Next time you’re sitting down with your marketing team or your business coach you can show that you know what you’re talking about. Not only can you show off your knowledge on the subject, but you can implement this it into the planning stage of your next business venture or product. (Hint: envisioning the brand you want to create comes way before designing your logo and corporate identity.)

Did I miss something? Leave a comment and let me know.