Branding: More Than Just a Logo

Branding: More Than Just a Logo

by Karyn Insler, May 4, 2016

rainbow umbrella in mass of black umbrellas

All too often logo design is considered interchangeable with branding. Although they go hand-in-hand, they are not the same. A logo is simply a business’s identification in its simplest form; a recognizable mark or symbol. It derives its meaning from the product or service it symbolizes and therefore seeks to identify, not explain or sell. Identity design is just one role—albeit a major one—in the overall corporate image of a company.

A memorable logo is important—it paves the way for effective branding—but a brand itself is more than just a logo. It’s the emotion people experience when they interact with a company or business on any level. It’s the calls-to-action and set of tools used to communicate a message. It’s a personality, a strategy, and a promise. While a logo is used primarily for identification purposes, a brand should be stewarded with careful thought as to how audiences will respond to it in all aspects.

As a designer, I focus on and work to shape the image or visual representation of a brand, keeping in mind the company as a whole. It is my job to choose fonts, graphics, and color palettes to help sculpt a message that is both consistent across a variety of platforms and unique to our client’s offerings and ethos. I strive to harness the power of aesthetics to command attention and help guarantee our client’s voice is heard amidst the industry noise. I use my expertise to help distinguish our clients from their competition, doing my best to apply creativity to maximize their profitability.

As a designer, I know that impactful and cohesive branding is the lifeblood of any reputable business. Most importantly, I know that branding is more than just a logo.