Understanding the difference between your logo and your brand is crucial as a blogger or business owner. Often, the use of these two terms gets confused, and people immediately believe that your brand is your logo design. Without a solid understanding of your brand, you shouldn’t attempt to develop a logo. Let me explain.
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Understanding Your Brand Involves Research
When a blogger or business owner comes to me to enlist my brand identity (logo design) design services, they are pleasantly surprised at the amount of work I ask them to complete before we continue with a contract to begin.
- They must fill out a quick questionnaire before I consider working with them. This allows me to evaluate how serious they are, and if we are a good fit.
- Then, I send them my BrandMaster workbook. This is a lengthy workbook that I require completed. I need them to feel confident in their message.
- After these are complete, we move forward with a kick-off call to start the design process.
The Confusion Between Your Logo and Your Branding is Common
For me, as a brand identity designer, I need a clear picture of their brand. But often, I find that bloggers and business owners believe in their minds and hearts what they are doing is apparent.
- They have a blog or business topic.
- They have an email list.
- They want a beautiful logo.
It isn’t until they dedicate time working through BrandMaster that they realize how having clarity about their brand before they have a logo designed provides a focus for them and their audience.Your brand depends on your goals and visions, your target audience, and the solutions to a problem.Click To Tweet
What is Branding?
Your brand depends on the foundation of your goals and visions, your target audience, and the solutions to a problem. What is your why?
- What problems does my audience face?
- Can I provide a solution that they may not know that they need?
- What makes you different from others?
- Who is your target audience?
These are a just a few questions that you can review when it comes to defining your brand.
What is Brand Identity (or Your Logo)?
After you have a precise definition of your brand and its message, you can start the identity design process. Your logo design should reflect those things.
Your logo and other brand marks should:
- Visually showcase the feeling of your message.
- Have a strong color palette that presents your brand personality.
- Graphic elements that pair well with your design.
- Typography that exudes the message of your brand.
Examples of Brand Identities and their Brand Message
PINK by Victoria’s Secret
The target audience is females that want to feel sexy but cute. It’s not the softer, more romantic look typical of this brand, but feels more down to earth and represents a casual lifestyle. When you think about this brand, it tends to be playful and bold. So let’s look at their brand identity:
- The typography of the logo is strong and bold.
- The color of pink is also bright and stands out easily.
- They pair their graphic elements of that college campus theme that blend well with the easy-going lifestyle.
The target audience is people with disposable income that want sleek tech gadgets. Usually, these are younger people, but an older audience is attracted to them because of the ease of use. They want to look sleek, clean, and minimalistic.
- The typography used is clean and minimal. You see it throughout all of their product packaging and marketing.
- Apple relies on a clean element design, so the icons are just that without a lot of detail.
- The Apple brand itself is minimal in color with grays and blacks. However, you will find more pops of colors in their ads and featured on their website and iTunes – using a lot of white space.
Two Faced Cosmetics
I don’t know who is behind their brand design, but damn it’s charming! Two Faced target audience is fun and playful. They like cute products when it comes to makeup. They take a standard item, makeup and face products, and package them in a way that gives them recognition.
- They rely on pink and other soft colors that attract a young audience.
- The logo itself is a beautiful script font, but they pair it with stronger fonts usually in gold foiling.
- The designs are more intricate with a lot of detail. For them, the packaging is compelling. I agree.
*The use of these brand identities on this post are for educational purposes.
The Difference Between Your Logo and Your Brand
Now that you have a good understanding of the difference between your logo and your brand, I hope you can see how the two are connected. When you build a foundation for your brand first, the identity design reflects it.When you build a foundation for your brand first, the identity design reflects it.Click To Tweet