Logo & Branding

Logo, Brand, Image and Identity are some of the over used terms in the field of marketing and business. But each word has its own meaning and is surely different in terms of definition, meaning and projection. The term logo in simple terms is a mark or symbol to identify the brand/product or service. The term Brand is an emotional personality that viewers/customers observe/feel. Whereas Identity is a part of brand, a visual impact.

Branding, in whole is a huge term which comprises elements like colour, logo, identity, image, slogan and signature music. A Brand is a perceived notion, visualization or recognition to the slightest hint of any of these above elements. Instead, it is the consistency of this core idea that makes up the company/business/service, driving it, showing what it stands for, what it believes in and why they exist. It is not purely some colours, some typefaces, a logo and a slogan. A Brand can be categorized in diverse types like, Sports Brand (Nike, Reebok, Adidas etc) Luxury Brand (Jewellery, Perfumes etc) or Technology Brands (Apple, Google, Android.)

Thus, each Brand name for example Google comprises of identity, service, logo, image, emotion and typography. Google, when heard by its name, it flashes in mind as an online search engine solution to everything in life. Have any question? Google, it. Need something? Google. It is more than a search engine, it is a solution in today’s lifestyle. It assists, informs and updates about anything and everything in life. Thus, what Google drives in customers mind is an emotional aspect. When people buy or use any Brand, they feel part of the brand and that is the power Branding.

Whereas, a logo 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. Logo’s derive their meaning from the quality of the thing it symbolises, not the other way around – logos are there to identity, not to explain. In a nutshell, what a logo means is more important than what it looks like.

The major challenge for a Logo is that it comprises a meaning and represents the Brand I terms of any mark or symbol. For example, the Logo of Nike (is a swoosh) which represents clean, clear, fast and active just as the brand name. The basic difference between Brand and Logo is: