The Tribune

By Deidre Bastian

What is the difference between a business logo and a brand? I find many business people and clients become a little muddled with this, which is not surprising considering many designers do as well..

I have already discussed how a logo is not your brand. Now, I will simply say this: A logo is not a business’s brand, nor its identity. A logo design, identity design and branding all have different roles that, together, form a perceived image of a business or product. But to explain this in further detail, let’s start at the top:

What is branding?

Branding is certainly not a light topic. But, in a nutshell, a ‘brand’ is an organisation, service or product with a ‘personality’ that is shaped by the perceptions of the audience.

It should also be noted that a designer cannot “make” a brand; only an audience can. A designer only form the foundation of the brand. Many people believe a brand only consists of colours, fonts, a logo, a slogan, and maybe some music, but in reality a brand includes the entire customer experience - before, during and after the sale or service. It is that emotional connection that creates their brand.

A brand is the fundamental idea, and core concept, behind having a ‘corporate image’. It is everything a company does, everything it owns and everything it produces, and 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 just some colours, typefaces, logo and a slogan.

What is identity design?

In most cases, identity design is based around the visual devices used within a company. They are assembled within a set of guidelines, namely:

* A Logo (The symbol of the entire identity and brand)

* Stationery (Letterhead and business card and envelopes, etc.)

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

* Products and Packaging (Products sold, and the packaging in which they come in)

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

* Signage (Interior and exterior design)

* Messages and Actions (Messages conveyed via indirect or direct modes of communication)

* Other Communications (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.

What is a logo?

The logo is the corporate identity and brand all wrapped up into one identifiable mark. To understand what a logo is, we must first understand what it is for.

A logo is for identification. It identifies a company or product via the use of a mark, flag, symbol or signature.

A logo does not sell the company directly, nor rarely does it describe a business. Logos derive their meaning from the quality of what they symbolise, not the other way around. What a logo means is more important than what it looks like.

To illustrate this concept, think of logos as people. We prefer to be called by our names, such as James, Dorothy or John, rather than by the confusing and forgettable description of ourselves as “the guy who always wears white and has blue eyes”.

In this way, a logo should not literally describe what the business does but, rather, identify the business in a way that is recognisable and memorable. It is also important to note that only after a logo becomes familiar does it function the way it is intended, much like how we must learn people’s names to identify them.

As a final point, entrepreneurs, clients and designers. If you are ever asked what are the differences between a logo, brand and identity, Just smartly reply: “A brand is a perceived emotional corporate image as a whole.” An identity is the visual aspect that forms part of the overall brand, while the logo identifies a business in its simplest form via the use of a mark or icon. So, until we meet again, fill your life with good memories rather than regrets. Enjoy life and stay on top of your game.

• NB: Columnist welcomes feedback at deedee21bastian@gmail.com

ABOUT COLUMNIST: Ms Bastian is a professionally trained graphic designer who has qualifications of M.Sc., B.Sc., A.Sc. She has trained at institutions such as: Miami Lakes Technical Centre, Success Training College, College of the Bahamas, Nova Southeastern University, Learning Tree International, Langevine International and Synergy Bahamas.