‘Logo’ is a derivative of the word ‘Logotype,’ which is a trademarked and custom-lettered word. Marks, symbols, and monograms can also be trademarks. Logos, marks, symbols, and monograms can all belong to one logo suite. All of these are a part of a brand, but they are not the brand.

Then what is a brand? A brand is the relationship between your business and your audience  It is composed of 6 elements:

  • Target Audience
  • Brand Mission
  • Brand Values
  • Brand Tagline
  • Brand Archetype
  • Brand Visuals 

Your logo falls into the “brand visuals” category of a brand along with colors, fonts, and motifs. All 6 brand elements combine to create a personification of your business that your audience can relate to. 

While your logo can operate as the face of your brand, it does not carry the success of your brand alone. Beyond the first impression your logo makes is a relationship you are seeking to build with your audience. A valuable relationship requires clear communication (mission, values, tagline), authentic interactions (archetype), and a directive on the type of person you’d like to build a relationship with (target audience). At Flight, we can help you build your brand by establishing these elements. 

How do brand visuals complement a brand? An intentional, well-constructed set of brand visuals is informed by the other 5 elements within a brand. That is what makes it the essence, or face, of the brand. Consistent use of the logo suite across all branded interactions ensures that your business is recognizable to your audience. The substance of that interaction depends on the strength of all brand elements as they work to promote your desired reputation. 

Now that you know your logo is not your brand, ask yourself:  does your logo support the narrative your other brand elements are telling? You may also ask yourself if your brand is telling a narrative at all. If the answer is “no” or “I don’t know”  to one or both of these questions, it’s time to consult a creative agency like Flight. Our primary goal is to help you answer these questions and to work with you to craft a dependable, compelling brand. At Flight, we know that a strong logo without equally strong brand elements is just a trademark and a trademark alone will not foster the lasting relationship you need to build with your audience. Get in touch with us to chat about how we can build your brand. 

Source Citation

Neumeier, Marty. The Brand Gap: How to Bridge the Distance Between Business Strategy and Design. New Riders, 2006.