Brand·2 min read
Brand Identity vs Logo: What Does Your Business Need?
A logo is one part of a brand, not the whole of it. This guide explains what a full brand identity includes, when a small business needs more than a logo, and how brand and website work together.
A logo and a brand identity, defined
A logo is a single mark. A brand identity is the whole system that makes a business recognisable: the mark, the colours, the type, the pictures, the tone of voice and the rules for using them together.
Many businesses have a logo and still look inconsistent, because everything around it was improvised.
The parts of an identity
Logo
A flexible mark in a few versions that works at a tiny size and a huge one, in one colour or in full colour.
Colour and type
A palette and typefaces chosen for personality and for how readable they are on a screen.
Imagery
A clear direction for photography, illustration and icons, so the visual world stays consistent.
Voice
How the brand sounds: the words it uses, the words it avoids and how it writes a reply.
Guidelines
A short document anyone on your team can follow to produce material that looks like you.
Signs you need more than a logo
- Your website, your van and your social media look like three different businesses.
- Every new leaflet or post starts from a blank page.
- Your branding no longer reflects the quality of what you do.
- You are about to launch, rename or enter a new market.
€900+
is where brand identity work starts with us, quoted individually after one conversation about your business and where the brand will be used.
What drives the cost
The number of parts, the research behind them and the places the brand must work: a website only, or also signage, packaging and print. For that reason identity work is quoted individually, and it starts at €900.
How brand and website work together
A brand is easier to build when the website is designed alongside it, so colours, type, imagery and tone work on screen from the first day. We can start from the identity you have, or create both together.