Logo, logotype, wordmark, brand icon - what’s the difference?
There are so many words to describe the ‘visual thing’ that people associate with your business / brand.
They all sound the same, but they aren’t. So, what’s the difference?
Logo
A logo is a visual representation of your company, organisation or product. It can be text-based, symbol-based, or a combination of both.
Logos can be made up of typography, colours, shapes and imagery. A well designed logo will differentiate you from your competitors. There are no rules - except don’t design it in Canva.
Note: A logo by itself is not your brand. A logo forms an important part of your company's overall brand identity (more on this below).
Logotype / Wordmark
It’s in the name: logotype or wordmark. A word or company name designed in a unique font or creative way. It’s easily readable, memorable, and can be combined with an icon to create a complete logo. Famous wordmarks include Coca-Cola, IBM and NASA.
Brand Icon
This is a symbol or graphic element that represents your company, organisation or product. It’s simple, recognisable, usually a small size, and can be combined with a logotype to create a complete logo. Iconic icons include Apple’s apple and Macca's golden arches.
Your logo is not your brand identity.
The same way coffee is not an espresso martini, your logo is not your brand identity.
It forms an important part of the cocktail, but it’s not the only ingredient.
Your brand identity is the whole visual and tangible expression of your company, organisation or product. It communicates your unique personality, values and characteristics. Brand identities include logo, typography, colour palette, imagery, packaging, tone of voice and brand messaging.
When you have a strong brand identity, it helps to differentiate your brand from your competitors. Your strong brand identity will build trust and loyalty among your target market, and create recognition and recall in the minds of your customers.
Brand identity is a critical element of your brand strategy. It should be developed through a comprehensive branding process; of research, analysis and creative exploration. Your unique brand identity will be created to resonate specifically with your target audience. It then needs to be applied to every single one of your touch points, for a consistent and cohesive customer experience.
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