Can't find the perfect font for your logo?
Get hundreds of logo designs in under 5 minutes by completing 5 easy steps
  • 1 Choose some designs that you like
  • 2 Choose your colors
  • 3 Add your company name
  • 4 Pick some icons
  • 5 Download your logo

Give it a try:

The Ultimate Guide: Logo vs. Branding – What’s the Difference?

by Anne Carton Tweet - in Learn

Logo vs. Branding - Whats the Difference

Every business has a logo, which we often call a branding logo. It’s the visual representation of the brand that consumers very often see on products or services and across promotional marketing campaigns. But there is another word, branding, that we come across many times without knowing what it exactly means. 

Both logos and branding comprise distinctive visual elements such as colors and typography. However, there is a slight difference between logo design and brand design. In this blog, we will discuss about the differences between the two terms. 

What is a logo?

A logo is an emblem or a symbol that visually represents a company. But a logo also holds the characteristics of its brand or company, which turns it into a powerful visual tool to influence and persuade people’s opinions about the company it belongs to.  

A logo is the face of the company or brand it represents. Just as humans are identified by their faces, people recognize a company by glancing at its logo. So, when you see the Coca-Cola logo in red or the McDonald’s arches in yellow, you instantly know the company behind these brandmarks.

What is a logo

Modern logo designers incorporate various techniques and apply color psychology to influence the perception of the target customers. So, if they need to evoke passion, aggression, or love, they usually create a logo in red. That is why most fast food and restaurant logos such as Pizza Hut, Burger King, and Burger King have red predominantly in their logos to target young customers. 

Amazon is another example of how a brand logo communicates its company’s purpose. The Amazon logo has a smiling arrow connecting the letter ‘a’ and ‘z’. This conveys that the e-commerce company sells everything that consumers need. 

So, a logo is mainly a tool for identifying a brand and conveying its purpose. It does not necessarily communicate what a company does and what it stands for; it is simply used for symbolically identifying the brand.

Legendary graphic designer Paul Rand has accurately summarized what a logo is all about in these words, “A logo does not sell, it identifies… It is only by association with a product, a service, a business, or a corporation that a logo takes on any real meaning. It derives meaning from the quality of the thing it symbolizes, not the other way around.”

However, a brand logo design communicates its specific message and reflects emotions only after the company uses it for a long time. The brandmark becomes part of people’s memories as they interact with the brand. They associate their experiences and interactions with it and form a perception of the brand. 

What is a brand?

A brand is about the perspective its customers build for its products or services. It is also about the experience customers have while interacting with a company and its offerings.  

The perspective is of a business owner and the audience as well. From the business owner’s perspective, a brand encompasses not just the visual design. It is more about how a company positions itself in its niche market and conveys its message to the customers. At the same time, a brand is about customer persona and voice. It also comprises the presence of the company and the marketing and promotions.

What is a brand

When the customers’ perspective is considered, a brand is about how customers feel about the company and its offerings. It is what they think of the company’s business.

Take, for example, the Nike brand of sports shoes. The company projects its shoes as high-quality shoes that empower sportspeople with great performance and excellence. Its ‘’Just Do It’’ slogan and the swoosh logo influence customers’ perception and motivate them to buy Nike shoes.

From the audience or customers’ perspective, they link Nike’s products with style, quality, and athleticism. 

Similarly, Tesla perceives itself as a forward-thinking brand. It built its brand perception based on innovative and cutting-edge technology. The company also projects its car brand as holding a cleaner future. On the other hand, from consumers’ perspective, Tesla is a brand that bears environmental responsibility. Consumers see Tesla’s electric cars as autonomous driving self-driving electric cars. 

But a brand is not merely a visual identity. More than that branding conveys a company’s mission, message, and values. Branding strategies ensure that users and customers have a great experience consistently with the brand. 

What is branding?

Branding involves creating designs and marketing elements strategically. The purpose here is to make a company stand out in its niche market from its competitors.  

But what does the branding involve? When talking of branding and logo design, know that the logo is just one part of branding. There are several aspects that you need to meet for branding a company.  

A company creates several types of products for branding itself in a certain way. Branding also incorporates strategies to project its product packaging colors, fonts, and other elements. Even your business practices such as using sustainable raw materials to manufacture products are also part of branding. 

What is branding?

Your company’s mission statement along with values also comes under branding. If your website or stores have some visuals and colors with a purpose, that is also branding. How you write your company’s ads, website copy, blogs, and slogans also becomes part of your branding. 

Branding also includes how users experience your website and how comfortable your customers are while scanning your website for information. Your pleasant in-store experience for the customers is also branding. 

Other factors contributing to branding include customer service, company culture, promotional campaigns, influencers, and sales policies. 

Overall, all the efforts that a company makes to make consumers interact with its products or services and information are part of branding. Therefore, every time a consumer interacts with a business, it becomes a branding opportunity. 

Logos vs. branding: what’s the difference?

Logos and branding are intertwined but they are different in many ways. Here are the main differences between the two:


When considering the difference between logo design and branding, know that a brandmark is just one component of a company’s brand. On the other hand, branding involves several components including a company’s values, message, identity, and market positioning. All such elements influence customers to interact with the brand and buy products or services. 


When it comes to designing, graphic designers take their time and work skillfully to find out which colors, fonts, or elements will best suit a company’s logo. The designers often make multiple sketches of a logo and go through many steps before finalizing its design. Brand design takes elements from logos but also considers colors, and fonts from brand guidelines. 


There is a difference in functioning between the logo and the brand as well. The primary function of a logo design is to serve as a recognizable and memorable visual element. So, when customers see a half-bitten apple, they know that it’s from the innovative tech company — Apple Inc. When they encounter a swoosh symbol, they clearly know that the products belong to the company — Nike. That’s how the logo and brand function together.  


As far as placement is concerned, a logo is present on each product or service, as well as across all offline and online platforms, including websites and emails. It is also present in print ads and storefronts. The purpose of each such placement is to recognize the company behind it and engage the target audience. 

However, in branding, there is no need to take all of the company’s colours, fonts, and other elements everywhere. Instead, a company can take just one or two specific elements out of many to a certain platform or location. For instance, a company often communicates with its customers through text or written content on social media and websites. The tone and voice of that content are just two of the several branding elements.  

Despite these differences, logo and branding are not poles apart. Instead, they are intrinsically entangled. You cannot entirely separate the one from the other. You can say that when you design a logo, it is part of branding and not the other way around. So, make sure that you ask the right questions regarding your branding, and based on those answers, you should start designing your logo. Customers will see your brandmark to determine what your brand is all about.

Despite these differences, logos, and branding are complementary to each other. These are inseparable this is because a logo design reflects its brand’s personality through certain fonts, colors, shapes, and other specific elements. 

Your branding should ideally come first since you need to determine the colors, fonts, symbols, tone, voice, and other elements of your brand. You will determine what type of brand your company wishes to be, which means how you want your customers to perceive your business. 

But you need to first understand your target customers. Find out who they are and what different backgrounds they come from. What are they looking for in the type of products or services you offer? That data will also be the basis for designing your logo later on. 

Experienced logo designers will first want to know what your brand visuals are. Then they find out how to create a design to convey your branding traits using colours, shapes, and typography.  For example, usually, if your brand intends to be shown as inviting and casual, then you can use circular shapes in your logo and other visuals. Curved lines also show the friendly personality of a brand. But if your brand wants to be seen as professional, then square and straight lines are usually the right option.

So, these are the basic aspects of logos and branding and the differences between the two. You need to strategically create your company’s branding elements which will become its identity later. Then, design your logo considering those elements.  

Are you also looking for ways to create a trustworthy branding strategy and a logo design that conveys your brand message and values? Designhill can help as this leading platform lets you have your branding visuals within your budget. The creative marketplace comes equipped with AI-powered brand logo maker that you can use to design a logo on your own

Wrapping Up 

A logo has the same colors, typography, and other elements that a company has pre-determined in its branding strategy. But these two have some basic differences as well. They differ in terms of their design, component, placement, and function. You need to consider these differences to create them with their specific traits. 

Anne Carton is a small business consultant, designer and an enthusiast blogger working with Designhill, one of the fastest-growing custom design marketplace. She has authored several blogs, articles and editorials on various topics related to interactive content, concerning design, social media strategies, growth hack strategies, digital marketing and e-commerce. Facebook | Twitter

Say thanks or boo to AnneCarton



Need a Logo?
A powerful logo can give a company easy recognition. Create your unique business logo using our AI powered logo maker tool. Or, hire a designer to get your logo.
Best for when you want a logo in minutes. Our Artificial Intelligence powered logo maker creates dozens of unique designs in minutes. You can also edit colors, texts, icons and elements.
  • Uses power of AI & Machine Learning
  • Uses library of more than 10,000 fonts and 1M+ icons
  • No design experience required
  • Pricing starts at $20 but you pay only when you find a design you love.
Best for when you want to crowdsource ideas. Multiple designers submit entries for you to rate and review before you award a winner.
  • Fixed price packages starting from $199
  • Hand crafted designs from World-class designers
  • Dozens of concepts to pick from
  • Get 50+ designs in 7 days
  • 100% money back guarantee
Best for when you want to work with a single designer only. Explore the range of creative services offered by our highly talented designers.
  • Work with a single designer
  • Hand crafted designs from World-class designers
  • Options within all price ranges
  • Flexible turnaround time
  • Multiple revisions