Logo design is the process of designing a logo. And branding the process to build a brand. Therefore, to better understand the difference between logo design and branding, it is important to first define the concepts of a logo and a brand:
A logo is an easily recognizable graphic symbol that identifies a company, a commercial product, or any public or private entity. It is one of the ways to distinguish a brand in a competitive world, full of graphic elements that try to attract our attention every day. A logo is generally a combination of typographies, graphics/symbols, and colors. It is a graphic element that is part of the visual identity of a brand.
For example the CHANEL logo
CHANEL’s logo is one of the most famous logos amongst luxury brands. It is composed of two opposite-facing and interlocking C’s and the word CHANEL written in all caps. Sometimes the brand uses the two C’s separately (on some product packaging for example) or just the “CHANEL” part (on the website for example). As such, there is a multipurpose use of the logo across different channels.
A brand is the idea or image people have in mind when thinking about specific products, services, and activities of a company, both in a practical and emotional way. This combination of physical and emotional cues is triggered when exposed to all the touchpoints between a person and a specific brand. These can be the brand name, logo, products, visual identity, staff, or advertising – amongst others.
For example the CHANEL brand
After seeing the logo, and if you are a bit familiar with the brand, some images and emotions might come to your mind, and it might look something like the photo collage above. Some people might feel a sense of luxury and elegance, recall the founder of the brand as a fashion icon, think of the products (make-up, clothes, accessories), French haute couture, the high prices, or the in-store experience. The experience and perception will be different for each one of us. However, as a result of CHANEL’s branding strategy, the overall impression of the brand should be quite similar to the general population.
