Brand,Identity & Logo: How they work together

In everyday dialogue the terms “brand”, “identity” & “logo” are often used interchangeably. “The Nike swoosh is one of the most well known brands out there”. While the terms are all connected, they all have different meanings - and more importantly - different uses.

The brand is the entire ecosystem around your initiative that leads to a feeling or perception in the eyes or hearts of your customers/followers/community.

The brand story is the deepest driver of that perception for those who engage with the brand. This story is both shaped by the organization and those outside the organization like fellow followers, media, influencers, etc.

Although it may never be shared with the audience, the brand story helps to intentionally bring the story to life.

The brand name is the linguistic identifier. A brand name identifies a specific company, initiative or service and differentiates it from similar brands within a category.

“In the same way that an orchestra needs a full collection of instruments working in harmony, a brand needs multiple thoughtful touchpoints.” – Focus Lab 
 

The identity is the collection of assets that compose the visual aspect of the brand. Identities are often considered a system of the various visual elements, all with a consistent look and feel.

The brand identity includes: 

• Colours 

• Fonts 

• Logo 

• Alternative versions of the logo 

• Icons 

• Other visual elements 

• Collateral  

• Photographs 

• Special items based on the brand 

• Identity guidelines

The logo is an identifier — a visual queue that helps us distinguish between countless images that strive for our attention daily.  
 
An effective logo: 

• Stands on it’s own and can be understood easily 

• Works in a single colour, in large or small size 

• Works across different media & mediums 

• Helps to tell the brand story & works within the brand identity system 

• Is versatile & accessible 

We start the process by articulating our brand story, which gets to why we’re doing what we’re doing. Getting started with the brand story is an intricate and reflective process, sometimes taking a few iterations before we get it to a place that resonates with our genuine intentions. Once the brand story is in place the other two elements build up from there, creating a rich brand landscape.