Brand…Brand Identity…Visual Identity…Logo…Graphic Design?!

These terms are often thrown out there as if they were the same. Each one is very different so it is good to know what they mean to avoid confusion in the design process.

A "brand identity" encompasses the entire perception of a company, including its values, mission, personality, and its visual identity; while the "visual identity" refers to the visual elements that represent a brand, like its logo (and how to properly use it), colors, typography, iconography and imagery. Essentially, the brand is the overall concept and experience, the visual identity is how that brand is visually presented to the public, and the logo is the key visual element that instantly identifies your business.

  • Brand Identity

    Brand Identity is holistic.

    A brand identity goes beyond just the visuals and includes intangible aspects like the company's values, messages and mission. A lot of the elements within a brands identity are given clarity through the process of brand strategy. Things like personality, positioning, tone and more.

  • Visual Identity

    Visual identity is a part of a brand identity.

    Think of visual identity as the "face" of a brand, consisting of tangible visual elements that people see and recognize.

    This is a collection of visual elements that represent a brand; this includes the logo.

  • Logo

    A logo is part of the overall visual identity.

    If a visual identity is the "face" of a brand, then your logo is the “smile”!

    Types of Logos