Logo and brand design are both fundamental aspects of your business. They’re both necessary to establish the identity of your company. But aren’t they simply the same thing? We’ll show why they aren’t and why both need your attention to effectively market your business.
What’s Logo Design?
A logo design refers to an image or graphic used to symbolize your business so that customers can recognize all entities that belong to your company. It’s effective in giving your business recognizable value so that you can stand out from other companies.
Additionally, your logo design represents a facet of your brand identity. This means that it represents the voice of your company so customers can associate your visual identity with business values and ideals. This is imperative in reaching the right target market and establishing the image of your business that you want to portray.
Logos use a variety of graphic design techniques to be effective, with color being one of the most important. About 33% of popular brands use blue in their logos because of its calming effect. A successful logo design makes it easier for people to identify your business so that they can find or return to your company in the future.
What Is Brand Design?
Brand design refers to all the elements that help establish your company’s identity. In other words, it’s any visual design elements that link to your business and enhance your company’s corporate image. It’s a way of sharing your values so that like minded individuals will be drawn to what you have to offer.
There are three design elements that are particularly effective in branding: color, font and imagery.
Certain colors are associated with specific emotions so customers will automatically associate these feelings with the colors you use to represent your business. This is referred to as color psychology. Using color to elicit an emotional response can lead to people purchasing your goods or services because of the feelings you’ve evoked.
Fonts may seem like a small aspect of your branding but it can have a huge impact on how people view your business. For example sans serif fonts have a clean, modern feel whereas serif ones are more old fashioned and traditional. Selecting your font can influence your corporate image, adding to either the degree of professionalism or quirkiness.
Any pictures you use with your branding will also influence how people see your business. If you use many family focused imagery, this will be the target audience that you reach. For this reason, your imagery needs to tie in with your company’s identity in order to attract the right target market.
What’s the Difference?
Whereas logo design is only one facet of your company’s identity, the brand design incorporates all of the aspects that influence what customers think of your business. This includes all marketing materials, ranging from your website design to your social media accounts. Because of this, the two aspects aren’t mutually exclusive. Instead, your logo design is actually part of your brand design.
For this reason, your logo design should make use of the elements that make up the brand design. The colors, imagery and font that represent your business should be reflected in all areas of your company to increase your familiarity and also to promote your company’s identity. Your identity is what will attract customers so it’s important to emphasize on it.
Overall, logo design and brand design are a lot more similar than expected but it’s still important to focus on them as separate areas that both require attention. Logo design is only one small part of your business brand whereas brand design creates that identity.
Strategically focusing on both can turn your business into one that is recognizable and memorable. It’s time to tell your customers that you’re here. Are you ready?
Alicia Rother is a freelance content strategist who works with small businesses and startups to boost their brand reach through creative content design and write-ups. You can connect with her here.
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