Understanding the difference between a logo, identity and a brand

It’s easy to confuse the terms logo, brand identity, and brand. They’re often used interchangeably — but they actually mean very different things. If you’re building a business or working on a rebrand, understanding how these elements relate can help you create a more consistent and impactful presence.

Let’s break it down.

So, what is a logo?

A logo is a graphic symbol or wordmark that represents your business. It’s often the first thing people recognize — like the golden arches of McDonald's or the swoosh of Nike. A logo can be text-based (a wordmark), icon-based (a symbol), or a combination of both.

But a logo on its own doesn't tell your full story. It’s just the face — not the personality.

What is a brand identity?

Brand identity is the full collection of visual elements that represent your brand. This includes:

• Your logo
• Color palette
• Typography (fonts)
• Iconography
• Photography style
• Layouts and design patterns
• Packaging
• Business cards, social media graphics, signage, and more

Your brand identity is how your business looks and feels. It creates consistency across all touchpoints — making sure everything from your website to your packaging feels cohesive.

What is brand?

Your brand is much bigger than your visuals. It’s the perception people have of your company — the emotional connection they feel. It includes:

• Your mission and values
• Your tone of voice and messaging
• Customer experience
• Your reputation
• The emotions and associations people attach to your business

Branding is the strategy, while identity and logo are the execution.

A simple analogy:

Think of a person:

• The logo is their face.
• The brand identity is their clothes, hairstyle, and body language.
• The brand is their personality, values, voice, and the way they make others feel.

Why does this matter?

If you focus only on the logo, you’re missing the bigger picture. A strong logo is important — but without a thoughtful brand identity and a clear brand strategy behind it, your business may lack clarity and connection.

By understanding the difference between these elements, you can build a brand that’s not only beautiful — but meaningful, memorable, and trusted.

Final thoughts

If you’re thinking about building a brand or updating your logo, don’t stop at just the design. Think about the bigger picture. What do you want people to feel when they interact with your business? What message do you want to communicate — and how do all the pieces work together to support that message?

At the end of the day, your logo is important — but your brand is what people truly connect with.