What's the difference between a logo and a brand?

Posted: April 13th, 2016 by Alison

If you own a business the chances are you have invested in a logo, but do you have a recognisable brand? Do you know the difference between a logo and a brand? Is this something as a small business owner that you need to worry about, brands are for the big boys right?… Simple answer is no, brands are just as important to small businesses and perhaps even more so in this competitive market.

A logo is the name or symbol that represents your product or service. A brand is your typeface, colours, imagery and tone of voice.

All of these brand items should be fixed and consistent so that the consumer or client knows that it is your product or service without having to search for the logo.

The typeface that you use for your headlines and body copy should be the same if you are producing a small A6 flyer to producing a 6-sheet advertising campaign.

Top tips for a strong brand image

• Keep your tone of voice consistent - If you are in the service industry and offer a 1-2-1 service like hairdressing, massage therapy etc. you might want to use friendly, relaxed language that makes people feel at ease. Whatever tone you choose you should stick with

• Your headlines should appear in the same typeface on all advertising material, small or large

• Body copy should be consistent on all material as well

• Keep to a strict colour palette which should include your logo brand colours

• Consistent logos on all social media platforms so people know it is you

• Photography, illustration or both – It doesn’t matter what route you go down but try to find imagery that looks professional and reflects your business, relaxed, corporate, fun, serious etc..

• You are your brand too, so when out and about meeting people make sure you are portraying your business in the right way

Below is a logo and a brand identity I created for Ealing Cat and Dog Visits. The logo is very simple but the brand colours and fun illustrations pull everything together ensuring it all looks the same, no matter if it’s a leaflet or a website.

Ealing cat and dog visits website