A brand is how customers perceive your company, a visual identity is the visual system that expresses it, and a logo is one element of that system. The logo is the company's signature, the identity includes colors, fonts, image style and templates, and the brand is built by everything the customer experiences with you, from the ad to after-sales service.
Step by step
- 1
The brand
Your promise, personality and position in the market: who you are, who you serve, why you and not someone else, and what people say about you when you are not in the room.
- 2
The visual identity
The logo, colors, fonts, image style, icons and layout of posts and print, gathered in a usage guide.
- 3
The logo
A symbol, a word or both that identifies the company, with versions for different uses, but on its own it does not create the company's image.
- 4
The verbal identity
The name, tagline and tone of voice in writing and replies, a part of the brand that is often overlooked.
- 5
Test the difference yourself
Cover your logo in any post and ask: would the customer know it is yours? If not, you have a logo but not an identity yet.
Changing the logo alone does not change how people see the company if the service and the message stay the same. A brand is built through experience before design.
- difference between a logo and a visual identity
- what does brand mean