Ever wondered what the difference is between a logo, identity and brand? Maybe you've just wanted to impress all your friends at parties with your intimate knowledge of all things visual. Either way, our resident logo guru Kevin Burr is here to bestow some wisdom for us.

Kevin designs logos and websites at Project83 along with our team.

Logo

Out of the three, the term logo is the easiest to understand. A logo is a symbol or font based design, also known as a logotype, that represents a company or service. The logo works much like a signature. It can be a mark like the Nike tick or a purely type driven logo like FedEx.

Logo Examples

Identity

The identity is more global. It influences how an individual feels about a company through visual consistency across various mediums. For example, color schemes, stationery, photo styles, font styles, logo guidelines (i.e. spacing, sizing, reproduction) and grid systems all take part in defining the company's identity.

Identity Examples

• Business cards, stationary and print collateral
• Style guides, including approved colors, typography and logo usage
• Product packaging

Brand

Think of the brand as something less tangible. A brand can't be designed or created. It's the collective perception one builds about a company based on the logo, identity, goods or services provided and also their experiences with the company. Brand value is built over time in the minds of your customers.

Brand Examples

• Zappos: synonymous with great customer service
• Crate & Barrel: modern furniture and clean design
• BP: big oil company that prioritizes profits over safety and the environment
• Starbucks: good coffee that's always around the corner