Branding

What is the difference between logo and brand [100% EXPLAINED]

The main difference between a logo and a brand is that the logo is a graphic symbol and the brand is a perception. The logo is part of the visual brand identity, which in turn is part of a brand as a whole. This means that if the logo is the finger, then the brand is the entire body.

It is important for any entrepreneur or designer to know the difference between a logo and a brand. Because the difference between logo and brand determines the magnitude of the work. Creating a logo in 4 weeks is not the same as cultivating a brand for 5 years.

In this article we are going to explore the difference between a logo and a brand and we will see exactly why you should never call your logo a “brand” and vice versa.

Origin of the term logo

The word logo comes from the Greek term "logos" which is usually translated as "reason" however it can also be translated as "model, speech, sentence and quote" On the other hand in the Bible, "lógos" is used to refer to the word constant and written of God, which has been recorded in the Bible. The term "logos" evolved over the years and is currently used to refer to a graphic symbol that has the function of identifying the brand and is divided into 4 categories:

Imagotype

The imagotype is what most erroneously confuses with "logotype". The image is the combination of text and image where both elements can work separately.

Isotype

The isotype is the symbolic part of the brand and serves to identify it. This graphic element is commonly used as the main axis of a brand's visual identity.

Isologo

The isologo is the combination of image and text in a single form. It differs from the imagotype because unlike it, in the isologo both the image and the text cannot function separately.

Logo

The logo is the visual representation of a brand using only typography. The term logotype is used to refer to the general category of "logos" in graphic design, however, technically speaking it is the type that uses only text. Which generates a clear difference of logo and brand.

What is the job of a logo?

Unlike many entrepreneurs, the job of a logo is not to tell a story or explain everything a brand does.

These aspects pale in comparison to the main function of the logo, which is to identify the brand.

The reason why it is more important for a logo to identify than to explain is because if people cannot identify the brand, they will never memorize it and if they never memorize it, they will definitely never buy it.

This will cause a weak visual brand identity which causes our brand to be overshadowed in a sea of generic brands that cannot differentiate between them and that ultimately can only compete through price. For this reason, there are clear differences in logo and brand.

What is brand identity

Brand identity is a set of sensory features that characterize a brand from others. The brand identity relies on the visual identity, the personality, the voice and the slogan in order to be properly formed. A brand without an identity is a brand in crisis.

Because buyers need to identify relevant characteristics in the things they buy in order to compare each of the options. If the company does not have an identity, the buyer will simply discard it because they do not see characteristics that attract them. This helps us understand the difference between logo and brand.

What is a brand

A brand is not a logo, packaging or slogan, a brand is the perception that individuals have of a product, service or organization. This means that the brand is intangible, but it is very valuable to a company.

Because, just as it can be perceived as an ideal option to buy, it can also be perceived as rubbish that no one should buy. The brand is made up of multiple elements among which we have: Personality, visual identity, brand promise, values, message, experience and market segmentation.

What is the difference between a logo and a brand.

Where does this confusion arise between the difference between logo and brand

The confusion between both terms arises as a result of the term "trademark" which is basically the registration of the intellectual property of a brand. This process allows us to register a graphic, auditory, and shape trademark, among others, using the logo as an element for registration. Thus generating a confusion between the difference between logo and brand.

Differences between logo and brand

Logo	Brand
It is a graphic symbol	It is a perception that buyers have about a product, service or organization.
It has the function of identifying	It has the function of generating a perceived value and helping to sell.
It is created through a graphic design process	It is created through multiple marketing and branding processes.
It is a key element in brand identity	It is a key element in the commercial strategy of a company
It is composed of “typography and image”	It is composed of multiple elements such as Personality, visual identity, brand promise, values, message, experience and market segmentation. Among others
It is normally updated every 3-5 years	It is constantly updated and improved as part of continuous improvement in every company