Identity
6 min
Your logo is not your brand
A logo is one asset. A brand is every decision people notice, and most of them are not visual.
The logo trap
Most rebrands start with the logo because it is the easiest thing to point at. It is also the least likely reason a company feels unclear. When a brand isn’t working, the problem usually sits further upstream: what the company stands for, who it is for, and how it talks.
A new mark on top of an unclear story only makes the confusion look more expensive.
What a brand actually is
A brand is the sum of choices a customer runs into. The tone of an email. The weight of the box. How long it takes to get a reply. Visual identity is the system that makes those choices recognisable, not a replacement for them.
Start with three questions
What do we believe that our competitors don’t? Who do we want to be indispensable to? What should people say about us when we’re not in the room? Answer those first and the logo almost designs itself.
