A Logo is not your Brand - Here’s why
Here’s a common misconception: many people think that their logo is their brand.
While a logo is a critical element, it’s just one small part of the bigger picture. A brand encompasses everything that represents your business—from how it looks to how it feels and how customers perceive you.
Think of your brand as the story your business is telling.
Your values, mission, tone of voice, customer experience, and everything in between contribute to your overall brand identity. The logo is a visual cue, the thing people might remember first, but it’s not the full story. It’s like the cover of a book—important for grabbing attention, but it doesn’t tell the whole tale.
Take Fonzie Abbott, a Brisbane roastery and coffee shop, for example. Their logo—a simple lightning bolt and sans serif font—is instantly recognisable to locals, but their brand is so much more than that. It’s the trendy, industrial atmosphere in their café, the friendly service, the “Farm to Palm” single origin source of their coffee, and the consistent tongue in cheek tone paired with community in their messaging. All of these elements create an emotional connection with customers, making Fonzie Abbott a lifestyle brand rather than just a coffee shop.
When we talk about brand identity, we’re really referring to the full customer experience.
This includes your website design, packaging, social media presence, tone of voice, customer service, and even the way your emails are signed off. Your brand is what people say about you when you’re not in the room. So, while your logo is the face of your brand, what people feel when they interact with your business—that’s your brand.
As a graphic designer, I focus on creating logos that embody your brand’s values and resonate with your audience, but we also need to think about the whole brand identity. A well-rounded brand makes a lasting impression, long after your logo flashes by on someone’s Instagram feed.
Ready to build a brand that speaks volumes? Get in contact today.
