Logo vs Brand Identity: What’s the Difference?

A logo is a single visual mark — a symbol, wordmark or combination of the two that identifies a business at a glance.

Brand identity is bigger than that: it’s the full system built around the logo — colour palette, typography, imagery style, tone of voice, and how all of that is applied consistently across a website, social media, print materials and everything else a customer sees.

A business can have a good logo and still feel inconsistent if the brand identity around it isn’t defined. Investing in the full identity system, not just the mark, is usually what makes a business look recognisable and trustworthy across every touchpoint, not just on its homepage.