Your logo is not your brand.
Sorry but, your logo is not your brand. Hate to break it to you when you thought you had it all sorted.
I recently had a chat with a client I’ve worked with on several projects. She’s collaborating with another agency to refresh the visual identity of one of her brands and reached out for my thoughts on where the logo development was heading.
Of course, I was more than happy to take a look! She mentioned she wasn’t completely sold on the logo. As we dug deeper, it became clear she was trying to pack an entire brand into just one element – the logo.
Now, don’t get me wrong, the logo is a super important part of any brand, but it’s not the whole brand.
Someone once said to me, “The logo is like a letterbox,” and I love that analogy. A letterbox helps you quickly identify an address, but it doesn’t tell the full story about who lives there. Just like a house, a brand has many layers, and every layer contributes to the overall impression your audience forms about your business.
A Brand is More Than a Logo
Your brand is an experience - a cohesive narrative that connects with your audience on an emotional and visual level. While the logo is a crucial piece of the puzzle, it’s just the starting point. Let’s break down the key elements that contribute to your brand’s identity:
1. Colours
Colours play a huge role in shaping how people feel about your brand. Did you know there’s an entire psychology behind colour choice? Colours can evoke emotions, set the tone, and even influence buying decisions. Think about how blue conveys trust and professionalism, while yellow sparks optimism and energy. Choosing the right colour palette ensures your brand resonates with your target audience on a subconscious level.
2. Fonts
Fonts have personalities, too! Some are playful, others luxurious or bold. The fonts you choose can completely change how people perceive your brand. A serif font might communicate tradition and elegance, while a sans-serif font could feel modern and approachable. Fonts help set the tone for your messaging and should align with your brand’s overall personality.
3. Imagery
As the saying goes, “a picture is worth a thousand words.” Imagery is a powerful tool to bring your brand’s story to life. Whether it’s photographs, illustrations, or graphics, the visual elements you use should align with your brand’s identity and values. Thoughtful imagery helps you connect with your audience and communicate your message more effectively.
4. Brand Elements
Icons, illustrations, patterns, and other design details add depth and personality to your brand. These elements go beyond the logo and can be used across your marketing materials to create a cohesive and recognizable look. They’re the little touches that make your brand feel polished and professional.
5. Values and Story
Your brand’s values and story are the foundation of everything. They’re what set you apart from the competition and create meaningful connections with your audience. What does your business stand for? Why did you start it? Sharing your story and values helps build trust and loyalty.
6. Tone of Voice
Your brand’s tone of voice is just as important as its visual identity. Whether your brand’s personality is professional, conversational, or quirky, it should be consistent across all platforms. The way you communicate with your audience helps shape their perception of your brand and reinforces your overall identity.
7. Competitive Advantage
Your brand’s competitive advantage is what makes you unique. It’s the promise you make to your customers and the reason they choose you over your competitors. A strong visual identity helps communicate this advantage clearly and consistently.
Building a Layered Brand
When all these elements work together, you create a brand that feels layered, cohesive, and full of personality. The logo may be the face of your brand, but it’s the combination of these other elements that tells the full story and connects with your audience on a deeper level.
The Logo as a Gateway
Think of your logo as a gateway to your brand. It’s the first impression, the letterbox, if you will - but it’s not the whole house. A strong logo will grab attention and spark curiosity, but it’s the other layers of your brand that keep your audience engaged and coming back for more.
So, What Now?
If you’ve been putting all your energy into creating the “perfect” logo, take a step back and think about the bigger picture. What does your colour palette say about your brand? Is your tone of voice consistent with your visual identity? Are your marketing materials working together to tell a cohesive story?
Building a brand is about more than just one element. It’s about creating a complete experience that resonates with your audience and reflects your values. When all the pieces come together, the result is a brand that’s not only visually stunning but also effective in attracting and retaining customers.
