Logo vs Brand Identity: What's the Difference?

The Iceberg Analogy

Logo: The tip of the iceberg (What people see). Brand: The massive mountain underneath (Strategy, Voice, Values). Identity: The visual system (Colors, Fonts, Patterns).

Components of Brand Identity

1. Logo Suite: Primary logo, Secondary logo (for small spaces), Favicon.
2. Color Palette: Primary (60%), Secondary (30%), Accent (10%).
3. Typography: Heading font, Body font. (Consistency builds recognition).
4. Imagery Style: Do you use dark moody photos or bright happy ones?
5. Voice: Are you "Professional/Corporate" or "Fun/Friendly"?

Buying a "Logo" vs Buying an "Identity"

• Logo: "Here is a PNG file."
• Identity: "Here is a PDF rulebook on how to communicate with your customers visually."

Coca-Cola is recognized even without the logo, just by the specific Red Color and the Ribbon shape. That is Identity.

Build your Brand Identity →