We’re all familiar with logos. They’re the emblem that pops into your mind when you think of a business like “Target” or “Starbucks” or “Nike”. Even without the name of the store or business alongside the symbol, there’s no question who those symbols represent. Logos are an important part of branding because it is the visual representation of your company.
Branding is everything else that goes along with that logo to represent your brand. As Amazon mogul and recent space visitor, Jeff Bezos said, “Your brand is what other people say about you when you’re not in the room.” We’re all familiar with brands in 2020 and 2021 being “canceled” because of political views or standpoints on a particular social issue. Your company’s brand is what people FEEL about the business. It is the public perception of the company.
The strength of a logo identity comes from its combination of clear definition, uniqueness, and visualization of the larger brand voice. The logo identity can be compared to the tip of the iceberg. The portion of the iceberg not in view comprises the majority of the sentiment toward and opinions of your business, while the visual portions above the waterline represents the visual recognition of your brand.
Having a strong logo is extremely important, but that logo has a much larger impact when paired with strong over-all branding. The branding supports and elevates the logo into being an instantly recognizable representation of the brand as a whole.