Logos and Branding: What’s the Difference?

Jun 3, 2024 | Branding

You’ll sometimes hear logos and branding used interchangeably in business and marketing. In reality, they represent distinct but related concepts that are key to the identity and success of any organization. A clear understanding of the differences between a logo and a larger branding strategy can help your business effectively communicate your values, stand out among your competitors, and connect with your audience.

What is a Logo?

A symbol, graphic mark, or emblem, a logo helps promote public identification and recognition for visualizing a company, brand, organization or product.

The process to create a logo can include:

  1. Research and discovery to understand your brand’s values, target audience, mission, and industry. Study competitors to identify market trends and gaps.
  2. Concept development, including brainstorming to generate ideas and create multiple concepts. Mood boards can also be part of concept development for a logo to explore visual styles and themes.
  3. The next stage is drafting and integration, beginning with rough sketches that are refined gradually and digitally rendered.
  4. From there is the phase of feedback and refinement. The drafts are presented to stakeholders for feedback, and necessary changes can be made.
  5. Finalizing a logo includes choosing colors and fonts to align with the brand identity and ensuring it is versatile and appealing in varying sizes and formats.

The purpose of a logo includes:

  • It helps customers quickly identify and remember your brand while creating a distinction from competitors.
  • A logo can convey your brand’s core values and mission and establish a professional sense of credibility.
  • Logos are used in marketing materials for cohesion and memorability.

A logo can be used in the following ways:

  • Visual media: This might include print materials like flyers and posters and digital platforms, including social media profiles, websites, online ads and email signatures.
  • Product and packaging: Logos may be put on a product or the packaging to reinforce brand recognition or attached to a product as a sticker, tag or label.
  • Corporate stationery: This might include letterheads, envelopes and notepads.
  • Advertising: Print, online, and broadcast ads and promotional merchandise can include logos.
  • Signage: Indoor and outdoor signage usually displays logos.

A logo is a key element of your brand’s identity. It is designed to capture the essence of your brand and ensure instant recognition.

Types of Logos

Logos come in varying forms and styles, including:


A logotype or wordmark is a text-based logo focusing on your company’s name. The typography is what’s distinctive about it and makes it memorable. Google’s logo falls into the category of logotype branding.

Custom logo design for law firm
Example of a logotype for Angelo Law Firm’s branding

Letter marks

Also called monograms, a letter mark is a typographic logo that uses the initials of a brand or company, such as CNN or HBO.

Embossed logomark design mockup
Example of a monogram logo for Studio Camilla

Pictorial marks

These are also known as logo symbols and are graphic-based. They use an image or icon representing the brand, and the design is usually simple. Apple is an example.

Abstract marks

These use abstract shapes or geometric forms to create logos that aren’t immediately recognizable as a particular object but can convey the brand’s essence. Nike is an example.

Sophisticated branding for beauty brand
Example of an abstract logomark for Beauty with Intuition


These logos feature an illustration or character representing a brand, such as the Michelin Man.

Combination marks

Combining a wordmark or lettermark with a pictorial mark, abstract mark, or mascot is a combination mark. This gives flexibility in logo design because the text and symbol can be used separately. Burger King is an example.

Therapist branding and logo design
Example of a combination mark for Stillo Counseling & Consulting


These logos are made up of text inside a symbol, such as Starbucks.

Typically, brands have multiple logo variations that consist of a combination of logo styles and formats. These logos ensure versatility and cohesion across all visual branding touchpoints.

What is Branding?

Branding is creating an image that identifies your company, product, or service in consumers’ minds. It includes strategically using elements like logos, taglines, names, design and messaging to differentiate your brand from competitors and foster a lasting presence.

The purpose of branding includes the following:

  • Recognition: Branding helps customers recognize and remember your brand through consistent visual and messaging elements and sets you apart as distinct.
  • Trust and credibility: A consistent brand builds customer trust by delivering a similar experience across all touchpoints. Your branding also assures customers of the reliability and quality of your products and services.
  • Emotional connection: Branding can build a strong emotional bond with your customers, increasing loyalty. It can also encourage customers to become brand advocates by spreading positive referrals.
  • Business value: A strong brand enhances the value of your business.

Branding has a lot of terminology that can be confusing to wrap your head around. Below is an explanation of some of the key branding terms and how they each contribute to a brand as a whole.

Brand identity

This includes logos, typography, color schemes and design elements that combine to create a cohesive visual representation of your brand. The tone and voice of your communication are also part of your brand. This might include language, attitude and personality.

Some of the steps that are followed in developing a strong brand identity include:

  • Research and analysis are needed to understand your target audience’s needs, preferences, and behaviors. This is also when competitors are analyzed, market trends are identified, and opportunities and gaps are identified.
  • Next in brand identity are strategic planning and creating a messaging framework outlining your communication style and key messages.
  • Verbal identity involves developing your name, tagline, voice, and tone guidelines.
  • Brand identity design includes designing the visual elements, like the logo, typography, graphics and color palettes. These elements are assembled into brand guidelines.

Brand identity design is our specialty here at Steph Corrigan Design.

Brand positioning

Market position, which is the place a brand occupies in consumers’ minds compared to competitors, is part of this. 

Specifically, brand positioning can include:

  • By clearly defining a target audience, you can reach them and gain deep insight into their needs, behaviors, preferences and pain points.
  • Segmentation means dividing the broad market into smaller and more defined segments to tailor your positioning strategies effectively.
  • Market analysis includes competitor analysis, identifying trends, and evaluating opportunities and potential threats.
  • Your value proposition includes defining the unique features and benefits setting you apart from competitors, highlighting your core benefits, and balancing your brand’s value with its emotional and functional aspects.

Our brand clarity workbook can help you develop your brand positioning.

Brand promise

Your commitment to consistency, reliability, and quality is part of your brand promise. Your brand also sets expectations for customers regarding what happens when they engage with your brand.

A brand promise can include:

  • Your core values guide the actions and decisions of your brand.
  • Ensuring your brand promise aligns with your core values for integrity and authenticity.
  • A mission statement with your overarching brand purpose or goal can be included within the larger category of a brand promise.
  • Customer expectations include the delivery of a consistent experience across all touchpoints.

Brand experience

Each interaction customers have with your brand, from purchasing to customer service to after-sales support, is part of this, as are the emotions customers associate with your brand.

Components of brand experience include:

  • Customer service includes the quality of customer interactions with your representatives, the availability and effectiveness of support channels, and problem resolution.
  • User experience (UX) includes your website and app design and how easily customers can navigate, find information and complete tasks on your digital interfaces. Performance, such as the speed and reliability of digital platforms, can also be included.
  • Product experience, including the perception of your product’s quality, performance and reliability.
  • The design, function, and appeal of product presentation and packaging.
  • Innovation means introducing new or improved products that meet or exceed customer expectations.
  • The emotional connection includes storytelling, compelling narratives, personalization, and consistently demonstrating your brand’s core values and principles.
Buoyant Bloomer Brand Guidelines
Full logos and branding design for Buoyant Bloomer

What Are the Differences Between Logos and Branding?

Logo and brand design are certainly related but different. A logo is a critical part of branding but represents just one element of a larger strategy.

We can compare the two in the following ways:

  • Scope: Branding encompasses a brand’s identity and experience, including visual, verbal and emotional elements. A logo is a visual symbol representing your brand, forming just one part of your overall branding strategy.
  • Purpose: Branding aims to create a cohesive, comprehensive identity that communicates your values, builds trust, and fosters loyalty. A logo is a memorable and recognizable mark that helps identify and differentiate your brand.
  • Components: Branding includes many elements like experience, typography, voice and tone, imagery and more. Logos, by contrast, focus on particular visual elements like symbols and typography.
  • Implementation: When comparing logos and branding, branding is consistently applied across all your touchpoints, while logos are used anywhere your brand needs visual identification.

While closely related, when comparing logo and brand design, they serve different purposes, encompassing different elements. A logo is a visual element within a larger scope of branding.

The Value of Investing in a Logo and Full Branding Identity

Without a doubt, a logo is an important investment for any business. A well-designed logo is the face of your business so your customers can identify and recognize your brand immediately. Unique logos also help customers recall your brand quickly, which helps with loyalty and repeat business. Additionally, your logo is often the first interaction someone has with your brand, so it’s important to create a good first impression.

However, logos are just one important branding element. A comprehensive brand identity helps you create an emotional connection with your customers and position yourself strategically in your market.

When you invest in both a logo and brand design, business advantages include:

  • Enhanced recognition and recall: Your logo is the visual anchor for your brand, while your full brand identity ensures all aspects are instantly recognizable and memorable. 
  • Holistic image: When investing in a logo and full branding identity, you create a cohesive brand image. A unified branding approach ensures all communications are aligned so customers can better understand and connect with the brand.
  • Brand loyalty: As has been touched upon, a well-defined branding strategy improves satisfaction, trust, and loyalty, and if your current customers share positive experiences, it will attract new customers.
  • Long-term success: A strong, impactful logo and a comprehensive branding identity establish a solid, recognizable brand presence, laying the foundation for your business’s long-term success.

Final Thoughts

When working towards building a successful brand, it’s about more than just having a visually appealing logo. It requires a comprehensive strategy integrating verbal, visual and experiential elements. A logo is the cornerstone of your identity for instant recognition, but full branding ensures consistency across all touchpoints.

Investing in a logo and brand design strategy enables your business to communicate your values, mission and personality effectively.

A strong brand is a critical asset in the competitive landscape that can help you achieve sustainable growth.

For expert support in developing a strong and cohesive brand identity for your business, contact us today to learn more about our services. We’d love to design your high-end logotype, logo marks, and comprehensive branding to help your small business stand out.

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