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

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

When we work for a customer, terms like: logo, corporate identity and branding regularly. They are often used interchangeably. Yet they don't mean the same thing. In fact, together, they form the foundation of a strong brand, each with its own role.

In this article, we explain the differences between these three elements, why they are inextricably linked, and how to use them smartly to position your brand in a professional and distinctive way.

‍1. What is a logo?

One logo is your brand's visual landmark. It is usually a graphic symbol, word mark, or combination thereof. Think of the iconic Nike check mark or the blue and white AH logo. Our own logo Ambasco is a word mark. We have made a lot of logos in the past few years. We often use a word mark and symbol in combination ourselves. Take a look at examples in our cases or read more on our Logo and Corporate Identity service page for examples and how we approach this

The logo:

• Must be simple, recognisable and timeless;
• Serves as a visual “signature” of your brand;
• Comes back to all your communications: website, business cards, packaging, etc.

Important: A logo is essential, but it's only a small part of your brand identity. When developing your brand, we usually start graphically with the logo.

2. What is a corporate identity?

One corporate identity is the visual framework in which your logo operates. It ensures consistency in all visual communication and includes:

• Color palette
• Typography (fonts)
• Design of printed matter (such as stationery, brochures)
• Digital style elements (such as buttons, icons, social media templates)
• Photography and illustration style

A well-designed corporate identity provides a uniform and professional appearance, making your brand look more recognisable and trustworthy.

We've written a more detailed article about the difference between a logo and corporate identity.

3. What is branding?

Branding goes beyond just the visual aspect of your brand. It's the overall brand experience — how people brand you experiencing, sensing and remember. Branding includes:

• The visual identity (logo + corporate identity)
• The brand strategy (mission, vision, values)
• Tone of voice (how to communicate)
• Customer experience and brand story
• Positioning in relation to competitors
• Packaging, service, atmosphere, culture... everything counts

Branding is therefore much broader than design alone. It's what your brand is signifies in people's minds and hearts.

How do we record this, the Brandbook

We record the brand and the way you communicate in a brandbook. The extended version of corporate identity manual. In the brand book, you record all agreements and make the templates, logos, colors, fonts and images available for use. We always recommend using a digital brand book so that you make your brand assets available 24 hours a day and so that anyone who needs the resources there can use them no matter where they are. We have developed a nice application for this. Our Digital Brandbook allows you to quickly and easily capture everything you need to strategically support your brand. A Digital Brandbook becomes extra important if you work a lot with volunteers and remote workers. We have written an extensive article about both.

• How to keep a grip on your brand when you work with volunteers
• Remote teams and branding: this is how you keep a grip on your brand identity

Why is it important to know the difference?

Without insight into these terms, it is difficult to effectively build your brand. Many companies ask for “a logo” when they actually need a complete brand identity. By understanding the difference:

• Make more conscious choices in your communication and design;
• Invest in a focused way in a strong brand base;
• Are you better prepared for growth, professionalization and positioning.

This is how it works at Ambasco

At Ambasco, we see logo, corporate identity and branding as three layers on top of each other. We often start with a strategic brand session where we focus on your brand identity. Then we design a logo and build a corporate identity that matches it. But we go further: we also help you think about how you brand feels, sounds and experiencing becomes — from animations to e-learning modules and trade fair presentations. Everything contributes to your brand experience.

In short

A strong brand consists of more than just a nice logo. It's about the big picture:

• It logo is your visual identifier;
• The corporate identity ensures a consistent visual presentation;
• The branding is the complete brand experience, from visual to emotional.
• Record everything in a brand book so that everyone knows what is expected.

Do you want to appear professional, stand out from competitors and build a loyal target group? Then investing in all three is essential.

Wondering if your brand is visually and strategically strong?

‍Get in touch with Ambasco and discover how we take your brand to the next level visually and in terms of content.

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