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What is a logo?
A Logo is a design symbolizing ones organization. It is a design that is used by an organization for its letterhead, advertising material, and signs as an emblem by which the organization can easily be recognized, also called logotype. Logotype is a graphic representation or symbol of a company name, trademark, abbreviation, etc., often uniquely designed for ready recognition.
What is a brand identity?
Once a logo has been designed it gets applied to many different applications. These can be as simple as the logo placed in the top center of a piece of paper and calling it letterhead. If all you do is essentially rubber-stamp your logo onto different things, you really have not developed a full brand identity.
A brand identity is the larger, distinct visual look that is associated with a company. When a brand identity really works, you should be able to recognize the brand even if you don’t see the logo.
The tricky thing is that while your logo is unfailingly unchangeable, your brand identity must have both consistency and flexibility. Creating a brand identity that is distinct yet varies based on it’s form, is a challenge but can bring big dividends in your brand’s value. The elements that can be part of a full brand identity could be fonts, colors, imagery, and even the voice of the writing.
What is a brand?
What is included under the term brand is much harder to define. It certainly encompasses the logo and the full visual position created by a strong brand identity. But it also includes many other areas that are not strictly the design side of a business. These may include your content, messaging and story telling. Customer service and the client experience also a part of a brand. The idea of reputation is a critical part of defining the word brand. Some people summarize this into the very abstract idea of a promise.
You will also hear some people use the word brand almost interchangeably with company or organization. It can be a way to talk about product or service; individual or organization; company or non-profit without getting caught up in listing all those particulars.