Ever had a logo bring a smile to your face? Of course! That smile was certainly because of an experience you had with the company in question. Perhaps, it was their advert on television or it was a logo of a brand you trust.
Isn’t the logo the brand? A random user would ask.
Here’s the answer: A logo is different from a brand. Confused? This article was written to enlighten you on the subject matter.
While a logo is a graphical representation of a company, which can be easily recognized, a brand is the experience that lives in the mind of a user.
Let’s take a deeper dive.
A logo is the image or design a person sees that brings a particular company or establishment to mind. It is usually designed to include a symbol, the name of the company, their colors, their trademark or in fact, any combination of these.
A brand on the other hand is every form of communication done by a company that makes them stand out in their industry/market. Every time a company/producer/establishment interacts with a user, the perception they create in the mind of the individual is their brand. In other words, their brand is seen in their voice, their presence, their promotion campaigns and marketing strategies, their position and their target market.
While a logo and a brand are different from each other, they cannot exist apart from themselves. A logo all alone is just a mere picture in the mind of a person. If a person stumbles on a logo for the 365 days in a year without having a brand to associate it with, it remains a mere picture to them.
This rule also applies the other way round. Every brand needs a logo that carefully depicts what they represent. A bad logo for a good brand would greatly affect the progress of a business.
A mismatch between a company’s logo and its brand is a total disaster. However, a well-designed logo and a great brand (with an amazing strategy) help in achieving effective marketing.
When the logo and the brand are great and perfect for each other, then the logo would leave a smile on the face of a user, as they would associate the image to a great experience.