Brand identity vs logo: what is the difference?
A logo is a single mark that identifies your business. A brand identity is the whole visual and verbal system around it: color, typography, imagery, tone of voice, and the rules for using them together. The logo is the signature, and the identity is how everything else looks and sounds.
What a brand identity includes
- Logo and its variations
- Color palette
- Typography
- Imagery and graphic style
- Tone of voice
- Guidelines for using all of it
Why it matters
A logo on its own looks different every time it is placed on something new. An identity keeps your website, packaging, signage, and social posts looking like they come from the same business.
Which one do you need?
- Starting out with a tight budget: a strong logo and a simple palette can be enough to begin.
- Growing, hiring, or selling across more places: an identity system saves time and keeps you consistent.
From our work
Our brand work, such as Bean Locks and KannaGruv, starts with the mark and extends into the system that surrounds it.