A Brand is Not Just a Logo

By CreativB Studios – 17 June 2022

A lot of people, startups, companies confuse a logo for a brand which is a critical error on their part because a brand is not just a logo, it’s much more!

If you are familiar with a mathematical model called ‘Sets’ then you will quickly pick up on the difference between a brand and a logo. And if math Is something that scares you then don’t worry, I won’t get too technical.

A logo is a subset of a brand, which means that a logo makes up a small part of a brand. A brand can have many subsets which includes marketing, customer service, product, etc.

Unlike the graph you see above, if you were to draw a realistic graph it would be much more complex as every subset intersects each other in a certain way.

When subsets intersects (in branding) it means that one subset may influence the other subset which in turn influences another subset causing a domino effect and finally harming the brand itself.

For Example:

If your visual identity isn’t that great, it would affect the performance of your marketing team as the visuals of your campaign may not look great or professional and many people don’t purchase from a business that they don’t trust.

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What is a brand?

In Marty Neumeier’s book The Brand Gap, he defines a brand as “a person’s gut feeling about a product, service, or organization”. In other words, a brand is “not what you say it is, it’s what they say it is”, by “they” he means the audience.

A brand is not something you can control, but it can be influenced and that is what you call “branding”.

Branding is about the strategy behind your visual identity that ensures it truly represents who you are.

The visual alone are not enough to create brand it is about how and what you communicate with your audience and whether they see value in it or seem connected to the message.

Every department of a business works towards creating a brand from customer service to marketing team, they help create a brand.

For Example:

If a customer finds a problem with your product and they call customer support for help but if the agent isn’t helpful or is being rude the customer will now have a bad image of that business and would occasionally discourage people from purchasing your goods. This affects the brand image.

What is logo?

Sagi Haviv (partner and designer at Chermayeff & Geismar & Haviv) once said:

“A logo is not communication, it’s identification. It’s the period at the end of the sentence. Not the sentence itself”

This means that the purpose of a logo is not to communicate with the audience but rather be an identification for a business.

Famous logos by Chermayeff & Geismar & Haviv

The “job” of the logo is to stand out among other businesses and be versatile.

What is a good logo?

 

Based on the words of sagi haviv, a good logo is 3 things:

    1. Appropriate
    2. Memorable
    3. Simple

Simple right? Not really, it takes a lot of research, brainstorming, sketching, trial and error to see what works for your business.

Every business owner believes their business is unique, so why shouldn’t your logo be unique as well

Why branding is much more important than having just a logo!

Brand-is-not-just-a-Logo

By now you will know the difference between a brand and a logo, so why is a brand much more important than just having a logo?

Well, a brand communicates their message with the audience, but a logo doesn’t.

For a business to succeed having a good communication with the audience is the most important aspect of building a brand.

It not only increases sales but also builds loyalty. (For e.g., Apple)

When a person is loyal to a brand, they are willing to purchase whatever that brand is selling as long as the quality does not change.

But if you only have a logo with no real brand strategy in place then you are basically placing a logo on a poster that says “buy my product” which not many people do.

Digital Art vs Traditional Art

The difference between digital art and traditional art is that traditional art uses physical items to produce art such as a canvas, drawing pencils, watercolor pencils, etc

Digital Art uses digital mediums to create art such as a computer, tablet, and drawing software.

A traditional artist can transition into digital art and vice versa but it would require a few months of training in order to understand the techniques and the technology.

In digital art, you will have different drawing software with a lot of features to make it easier for the artist to draw, such as different brushes, erasers, layers, patterns, etc.

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