What is the difference between a logo and a corporate identity?

In branding, what is the difference between a logo and a corporate identity?

We notice that it is not always clear what a logo is and what a corporate identity is. We often get asked for a logo when they mean they need a full corporate identity for presentation and web design. Both are therefore inextricably linked, but it is good to understand the difference. Especially when you work with a graphic designer and they budget the work for you. Then it's nice to know what you get, what you pay for. In short, we can say that the logo is a symbol or word mark that identifies your brand and the corporate identity is the overall visual system within which that logo operates. Both are essential, but they each play a different role within your brand identity.

In this article, we'll explain the difference in a clear way and why you need both to build a strong and consistent brand.

What is a logo?

A logo is the graphic design that serves as a visual representation of your brand.

We distinguish 3 variants:

• A logo (such as Apple's logo)
• A word mark (such as the Ambasco logo)
• Or (usually) a combination of both.

The logo is usually the first thing people see and remember about your brand. It must be recognisable, timeless, fit your target group and be easy to apply to various media. From business card to website to social media. In addition, the logo must remain intact if it is inflated very large (e.g. on a giant banner) or very small. If the logo is used very small and the lines in a logo are too close together, it can fill up.

Important: A logo is just one part of your overall brand identity.

What is a corporate identity?

A corporate identity is the complete visual system that determines the appearance of your brand. This goes beyond just the logo and includes:

• Typography (fonts)
• Color palette
• Use of images (such as photography and illustrations)
• Layout rules for print and digital media
• Design of communication tools such as stationery, presentations, packaging, social media and more.

The corporate identity ensures consistency. This makes your brand recognisable, professional and reliable. It's the way to visually reinforce your brand story.

Why do you need both?

Without a logo, your brand has no face. Without corporate identity, your brand has no coherence. A well-designed logo draws attention, but a strong corporate identity builds brand recognition and long-term trust. Think of brands like Bol.com or Albert Heijn: you can recognize them not only by the logo, but by their complete visual presentation. At Ambasco, we ensure that the logo and corporate identity seamlessly match. In this way, we not only create a strong logo, but also a complete design foundation that allows your brand to appear professionally and consistently.

How do you lay down your corporate identity rules?

It is important that you use the logo and your corporate identity in the right way. Colleagues, but also suppliers such as a printer, want to know what you want something to look like. This is how you create consistency and build your brand. To support this, we work with a corporate identity manual. All rules are included in this handbook. We have developed a digital corporate identity manual ourselves. This Digital Brandbook is available 24/7 no matter where you are. Essential for the dynamic employees who often work at different locations these days.

Practical example

We have helped many customers with their branding with logo, corporate identity and web design. A nice example is, for example, SBA, for SBA, we first looked at the logo and corporate identity and then applied this in flyers, brochures and physical exhibition stands. But also on various websites and even in a VR environment. In this way, they build their brand and recognition on all fronts.

Conclusion

A logo is the face of your brand, the corporate identity is the complete visual identity. Both are essential to appear professional, recognisable and trustworthy. It is important that you have the lays down corporate identity rules in a digital brand book. So invest in a good design for both — it's the basis for any successful brand strategy.

Wondering how your brand can present itself more strongly with a new corporate identity or logo?
Get in touch with Ambasco and discover what strategic design can mean for your company.

‍