Logo vs Brand

As a designer, I often get asked the question ‘how much for a logo?’ A question I have been wrestling with how to respond to since starting my own business. I tend to respond to this with a question myself, what is it you’re looking for?

There is still confusion about what a logo is versus a brand.

A logo is an identification mark for a business in its simplest form. It’s what a customer uses to recognise you from your competition. A logo is just a small part of the collection of brand graphics.

A brand is a personality that identifies a product, service or company, including a name, term, sign, symbol or design. A brand also represents the relationships between customers, staff, partners, investors, and so forth.


A brand is the emotion brought on by what someone feels, sees and tastes when they interact with your company at any point. Branding is an emotional experience, it is what your company believes and strives to accomplish. It’s who you are: the personality of your business and the way it communicates with customers through marketing materials, via email, over the phone and the service you give them. It’s your packaging, your photography and your adverts. A brand is throughout everything you do. Essentially, it’s the way your company operates and connects with the customer that causes a strong emotional response and ultimately leads to a sale.

A unique experience

For example, if everybody in the world woke up one day and didn’t recognise Nike’s logo but the product, the way they talk about sport and athletes, inspire people and the experience they give their customer still existed, the brand would still survive. However, if somehow all of that was gone but the logo alone remained, the brand would be lost. This would perhaps explain why brands such as Uber receive such a backlash over new logo designs but the brand is still the number one in their marketplace. A logo on its own doesn’t make an emotional connection.

So what’s important about a logo?

Customers see a logo and it conjures up thoughts of the experience a brand gives them, which is what drives the decision to purchase.

So, the thing you need to think about is whether you want a brand or just a logo? Do you just want an identification mark or do you want your customers to have a unique experience, to recognise you above your competitors because of your service, the way you look and the way you sound.

Honest Folk is a brand design studio. Together, we take time to understand your business, the culture and your beliefs because this is all part of your brand. Everything has to be joined up to create that memorable experience and keep customers returning to, and believing in you.

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