There is a fine line (and if we are being honest, a grey area) between a logo and a brand. However, one thing is for sure, a logo is not a brand, but it is part of a brand. This is the basis of logo branding. To fully understand the entire concept, we need to go back to the basics.
What is a logo?
A logo is a graphic representation of a business, a person or an organization. It is a mere tool that is meant to identify with the company’s brand by way of iconic (picture) logos, letter marks, logotypes or mascots. No matter the type of logo one has, it remains just that; a graphic representation.
What is a brand?
A brand on the other hand, refers to the whole sum marketing practice and interaction with a company name and overall design that gives unique identity to a business. It encompasses every other aspect of the business, including the visual design of packaging, the way of messaging, brochure,website and mobile app interface, typefaces and overall color and font used across the products and services. It is the sense of unique uniformity across the entire business experience.
What is logo branding?
When creating an image for your business, one settles for a particular shade of color, font type, photography and animation styles that the company will identify itself with. This is known as the theme. Incorporating that theme across all company’s interactions including marketing, website or mobile app interface, packaging and the company seal is what constitutes to branding. Logo branding, therefore, involves synchronizing the color, font,imagery and overall design of the logo with the company brand. It is done in such a way that the logo is almost indistinguishable from the brand.
Why is logo branding important?
- Improves recognition
It has been said before; a logo ‘identifies’ while a brand ‘sells’. Logo branding therefore improves sales by boosting recognition. Seeing a logoevokes emotion. It reminds the client of a past shopping experience, the feelof the packaging and their friends’ opinion of the overall quality of productsor services offered by the company.
- Facilitates timeliness
Logo branding helps the company transition easily with the current trends. For instance, when companies decide to update their logo, they do so while still maintaining the main color palette that the brand is known for. This way, the logo can be updated as many times as the company feels fit,without great risk of losing market share due to unfamiliarity.
- Color psychology
A company dealing with a diversified product mix often uses color to differentiate their products. It is how the company intrigues a client to try out a new flavor or variation of a product. Logo branding allows thecompany to take advantage of color psychology in advertising without the logocoming out as ‘out of place’.
- Builds trust
The sense of uniformity across different aspects of the company creates trust and credibility with the clients. The market is more willing to use a product from a company that portrays itself as a professional unit.
- Financial value
Publicly traded companies rely on their branding to interest investors. Logo branding paints a sense of commitment, which in turn improves the chances of the company sourcing funds in financial markets.
Logo branding is more than just identity. It is the overall experience that your audience relates to when interacting with your company through sales, advertisements, customer relations and public trading.