Logo or brand identity: what’s the difference, and which do you need?

A logo and a brand identity are different things at different prices. Knowing which you need stops you paying for the wrong one.

Your logo is your signature. Your brand identity is your whole handwriting.

What a logo is

The mark that identifies your business: a symbol, your name in a set style, or both. Its job is to be recognised. A good one is clear, works small, works in one colour and doesn’t date.

What a brand identity is

Everything that makes your business look and sound like itself. The logo, plus:

• Colours. A set that’s yours, with exact references, so the blue on your van matches the blue on your website.
• Fonts. One or two typefaces, used the same way everywhere.
• Imagery. The style of photos, graphics or patterns you use.
• Tone of voice. How you write, from your website to your quotes.
• Guidelines. A short set of rules, so anyone can use it all properly.

Together, they let people recognise you before they spot the logo.

A logo is enough if

• You’re starting out and need to look professional from day one.
• You win work by word of mouth and need something smart for a van, a card and an invoice.
• Your budget is tight and you’d rather do one thing properly.

Our logo design can be ready in as little as two weeks.

You need the full identity if

• Your website, social media, print and signage all need to match.
• More than one person makes things for the business, and it’s starting to look inconsistent.
• You’re moving upmarket and need to look the part. Here’s why branding sets your price level.
• You’re up against bigger businesses that already look polished.

Our brand identity work gives you the logo and everything around it, with guidelines to keep it consistent. Allow six to eight weeks for a full identity.

“He has worked on branding projects for my clients and produced many different types of marketing assets such as fliers, adverts, conference stands and booklets. The work is always fresh, well thought out, and on time.”

Julie Pease★★★★★ Google review

Which do you need?

Think about where people will see your business in the next year, then tick what’s true for you today.

Already have a logo you like? Keep it. An identity can be built around it. Not sure it’s still right for you? Check it against the six signs it’s time to rebrand.

Questions people ask