image preview

Creation Date



As a designer I am often asked to create logos and branding, but there is much confusion about both and how they function. There is confusion on whether they are the same thing or not, and how they interact.

According to Wikipedia: "A logo is a graphic mark, emblem, or symbol used to aid and promote public identification and recognition. It may be of an abstract or figurative design or include the text of the name it represents as in a wordmark."

Aren't logos and branding the same thing? says: 'Your logo is not your brand. Your logo is simply the tip of the iceberg when it comes to branding. Your brand is the EXPERIENCE your customers have with your product or service. It’s “what people say about your business behind your back'. It is a promise delivered. It is value received. Your brand is everything and everything is brand!"

A friend of mine asked for help with creating a logo and brand for their business. Below is the design process. Design is more than having the right software. One can have all the right tools and not be a plumber, or the right utensils and not be a chef. Elaborating on that a bit more - one can have the best ingredients and well equipped kitchen, and still not be able to make a great meal. The chef knows how to use the kitchen equipment and the ingredients to produce the right meal for the right occasion for the designated diners.

That is akin to what a designer does. They are skilled with the professional tools of design, and with what ingredients (fonts, colors, shapes, imagery, textures, etc) will work best for the audience that their customer is trying to communicate with.