A Logo isn’t a Brand, unless it’s on a Cow.


This title is a great quote from the book The Logo Design Workbook. In my business, I often I run into people who believe that “The Logo is the Brand.” Unfortunately, it’s a false statement, and there are two things wrong with it.

Logos, colours, typography, written and visual language are the parts of an Identity. This is a system that is established using standards that dictate how a company uses those components.  How the audience views and interacts with this Identity system is what results in Brand.

The Brand isn’t a mark. It is not something I or anyone else can design. The Brand is the perception formed by the audience about the company.

When you see a Nike swoosh, you think fit-active-Just Do It. It’s so much more than just seeing the logo, this Brand impression is a culmination of repeated exposure, consistent messaging,  and a carefully maintained Identity application.

The true art of Identities and Branding, is that if it’s done right, no one knows how much work it really took.


One response to “A Logo isn’t a Brand, unless it’s on a Cow.

  1. Pingback: The Tight Budget Series: The Logo « Renée's Head Space

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