Brand vs Logo

To have a deep understanding of these two concepts, let’s take a short incursion into the evolution of brands.

Antiquity and medieval times.

The concept of branding dates back to ancient times when craftsmen and manufacturers marked their goods with distinctive signs and symbols to indicate ownership and quality. This practice was used also on livestock in order to identify the ownership, and has evolved over time to include more complex symbols such as coats of arms during the medieval era.

Coats of arms were first used to establish the identity in battle and later became a part of the system of hereditary symbols that showed the family descendance, alliances and even professions (guilds).

Industrial Revolution.

The emergence of mass production during the industrial revolution led to increased competition among companies, so in order to differentiate their products and protect them from fakes and copies, they began to establish legal frameworks for trademark protection in the 19th century.

Bass is the first registered trademark and the first brand to appear in a work of art (Eduard Manet painting “A Bar aux Folies Bergère”).

The Inventions Era.

At the beginning of the 20th century, a lot was happening – wars, inventions, and the rise of famous brands like Coca-Cola, Michelin, Ford, Chanel, Marks & Spencer, and Lego.

Although branding agencies weren’t a thing yet, advertising agencies played a big role in making brands known. They designed ads, came up with catchy slogans, and sold space for brands to advertise.

Brands mostly reached people through posters and billboards, but when radio and TV came along, everything changed.

Consumerism and Globalization.

The mid-20th century marked the era of consumerism, with brands expanding internationally and offering consumers not just products but also experiences and a sense of belonging. Brand loyalty and personality became key factors in the success of businesses.

Digital Era and Social Media.

The advent of the internet and social media in the late 20th and early 21st centuries revolutionized the way brands interact with consumers. Social media platforms provided new opportunities for brands to engage with their audiences and establish lasting relationships. Consumers now have more power to influence brand perceptions through reviews and ratings.

Planet Brand.

The public commonly connects a brand with its logo, instantly associating an iconic symbol with the brand itself. However, when an individual encounters a logo, it’s not merely the visual depiction that resonates, but rather the complete narrative of the brand and its intrinsic essence, encapsulated within a realm of emotions and instinctual reactions.

A logo is a visual representation of a brand, while a brand encompasses the overall identity, values, and perception associated with a product, service, or organization. The logo is just one element of the brand identity, serving as a recognizable symbol or mark.

Here’s a deeper exploration of these elements starting with the Foundation:

Mission, Vision, and Purpose: These elements outline the fundamental reason for the brand’s existence and its long-term aspirations. The mission clarifies what the brand aims to achieve, the vision paints a picture of its future goals, and the purpose articulates the underlying motivation behind its actions. The purpose is at the core of the brand.

Values: The values of a brand represent its guiding principles and beliefs. These values serve as the foundation upon which all decisions, actions, and interactions are based, shaping the brand’s culture and identity.

Next are the traits that give a brand it’s Personality:

Tone of Voice and Messages: The tone of voice defines the personality and character of the brand in its communication with the audience. It reflects the brand’s values, audience preferences, and desired perception. Consistent messaging ensures that the brand’s voice resonates authentically across all channels and touchpoints.

Tagline: A tagline is a concise and memorable phrase that encapsulates the essence of the brand or communicates its unique selling proposition. It serves as a powerful tool for reinforcing brand identity, creating brand recall, and differentiating the brand from competitors.

Communication: Effective communication strategies are essential for conveying the brand’s message, values, and offerings to its target audience. This includes not only external communication through advertising, marketing, and public relations but also internal communication to align employees with the brand’s mission and values.

Experience: The brand experience encompasses every interaction that customers have with the brand, from the initial encounter to post-purchase support. This includes physical interactions (e.g., retail environments, product packaging) as well as digital interactions (e.g., website navigation, user interface). A consistent and positive brand experience fosters customer loyalty, trust, and advocacy.

And finally there is the brand’s Look:

Visual Identity: The visual identity of a brand, including its logo, color palette, typography, and graphic elements, plays a crucial role in shaping brand perception and recognition. It serves as a visual representation of the brand’s personality and values, reinforcing its overall identity.

While logos are important for visual recognition and brand recall, brands are built through strategic efforts to establish a unique identity, communicate values, and create emotional connections with consumers.


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