Branding: The Difference Between Logo Design & Brand Identity


You may be looking to set up a new business or you may have been established for a while; so you probably already know that you will need a logo as a way to identify your business. You have likely come across words such as “branding” and “brand identity” when researching logo design which can be confusing, when all you want to do it just get your business out there and on the road. Within this post we aim to break down some of the ­­terminology that can send business owners into a spin and explain why a logo is only a small part of your branding.

What is a logo?

A logo is a recognisable symbol or mark that is intended to identify your business in its simplest form.

A logo is important because it is likely to be the first visual interaction your potential customer will have with your business. It is a way to communicate through a simple visual that can set the tone of your business personality. Designed well, it can add credibility to your business and a professional logo will give a strong first impression to inform customers that you can be trusted.

A good logo is:


It needs to stand out from the crowd and be recognisable. A potential customer will see thousands of logos a day, so it is important that the design is something that can stick in someone’s mind.


Your logo will need to be used in a range of places, so it is vital that it can be used at different sizes and still look good.


The design should “speak” to your customers visually. It should use colours, imagery and fonts which resonate with your target audience and visually communicate what type of company you are in a way that words can’t.

Although your logo is key aspect, it is only a part of the puzzle to your branding. Your logo is an element of what we call your “brand identity”.  It is what can take your business to the next level.

So what is it?


Brand Style Guide 5

What is Brand Identity?


Simply put, a brand identity is the visual style that you present to your customers, through your logo, to your website, advertising, packaging, social media and even down to your business cards. Each of these elements are what we call touchpoints.

Each of these touchpoints need to look consistent in style and be equally as considered as each other in how they are designed. This is how you can create strong brand recognition. As soon as your customer see’s any form of promotion from you they can recognise that it is your company immediately.

According to some studies, a customer can make judgements on a brand in less than a second. Having strong content, products and tone of voice is of course significant, however in those first milliseconds of being seen, your business is being judged on appearance. Good design can make all the difference in how it is perceived.

Let’s talk about some of the design elements we consider, alongside your logo when creating a brand identity…

Logo Variants:

Your logo design needs to be versatile and it is very likely you are going to need to use your design in a variety of different places. From square to circular profile pictures to adding your logo to horizontal items such as pens, or the navigation bar on your website you will need a range of alternative arrangements for your logo so they can be placed on different platforms seamlessly and still look beautiful. This is a consideration that may not be applied if you go with a cheap stock logo website or a company charging a small fee. It is a consideration that will be made when paying for a brand identity package, as the bigger picture of how your branding will be used is an essential step to the design process.

A Colour Palette:

Colour plays a crucial role in how a person feels about a brand, as colours can be very emotive & personal to each individual. They are often related to memories and feelings. There is a lot of psychology behind colour, and certain colours will have subconscious associations for people. For example the colour green may make you think a product or service is natural and environmentally friendly. Applying thought and consideration to a colour palette will help your communications to come across even more prominently.


Font’s have their own unique language, each typeface informing potential customers of the type of company you are through their characteristics. Rounded may be seen as playful and child-like, a serif may be seen as more classy and traditional, a light-weight sans serif will communicate as modern and trendy. Each typeface chosen needs to compliment your logo and bring your style to life.


Through each of your touchpoints, you will undoubtedly need to use imagery at some point. The power of strong professional photographs are invaluable to your branding. The style in which you take and edit your photos is another way of adding to your brand identity. Do you usually take bright light photos or do they have more of a warm and cosy vibe to them? Whichever style is your style, stick to it and keep it consistent. This will add another recognisable element to your business.

Hopefully this will have helped to clear any misconceptions or terminology up and give you more confidence when researching how to get started with the visuals of your branding.

You can view our branding services here, if you want us to help you out. Get in touch if you have any questions, we’d be happy to chat!

Pinterest Blog Title: Photo of logo designs created by Dandelion Creative.