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March 9, 2015

Your Brand vs. Identity vs. Logo


If you read this blog often, you’ve probably seen us refer to the terms brand, identity and logo quite a lot – but what do we actually mean by them? Aren’t these three terms that mean pretty much the same thing?

The answer is, not quite.

Brand, identity and logo are all things that define your company, but they do so in different ways.



“To make my meal in a box taste better, I decided to tweak the logo rather than the ingredients.” – Jarod Kintz

A logo is defined as a symbol or other small design adopted by an organisation to identify its products. In order words, it is an easily identifiable visual element that enables customer to recognise who you are at a glance, and remember you in the future. It can consist of an icon, logotype, or combination of the two, and becomes something shared amongst customers as awareness of your brand increases.



“Your identity is your most valuable possession. Protect it.” – Elastigirl, The Incredibles

In design, an identity refers to a range of visual devices that represent your company. An identity system can also mean a package of visual components or ‘brand guidelines’ that are used as a framework so that your company looks consistent whenever customers see it. These all often incorporate a logo, and can include anything from stationery to marketing collateral, to a stand design at an event. It pulls ideas and themes from your logo and uses them to make something recognisable as yours, even if your logo or company name isn’t present.



“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” – Jeff Bezos

Ah, the ‘brand’. Perhaps the most illustrious of our words to define, potentially the most bandied about and misused, but definitely the most important of the three. A brand isn’t necessarily a visual thing, but is an emotional response to your company, products and services. How people perceive your brand goes beyond what your logo looks like, and becomes what they think, say and share about your company with others around them.

Ultimately, your ‘brand’ combines everything your customer has ever thought, seen or experienced to do with your company and produces a reputation that will influence their decision to buy from you over someone else.


What do you want your ‘brand’ to be? We can help you tell your story by using your logo, to create a piece of your identity system, which gives an impression of your brand (see what we did there?) through the creation of bespoke printed bags. Clever stuff!

Call us on 0191 268 7555, or email to make an enquiry or find out more.