A logo is a visual symbol or mark used to represent a company or organisation. It is often the most recognisable element of a company’s brand identity, but it is not the same thing as the brand identity itself.
Brand identity is a broader term that encompasses all of the visual and non-visual elements that represent a brand. It includes things like the logo, typography, colour palette, imagery, messaging, and tone of voice. Brand identity is the way a brand is perceived by its audience, and it is designed to create a consistent and memorable impression across all touchpoints, from advertising to packaging to customer service.
So, a logo is a part of your visual brand identity, but it’s not the same thing as the brand identity. The brand identity is a more comprehensive set of visual and non-visual elements that work together to create a cohesive and distinctive representation of a brand.
An Australian Example: Vegemite
So if you’re Australian you’ll know Vegemite. It has a bold, simple and distinctive logo with clear, white text, on a red diamond with a yellow outline. The combination of bold red, yellow, and white is instantly recognisable and is associated with Vegemite across Australia.
So that’s the logo, but what is the Vegemite brand identity? It’s more than that…
Colour Palette: The core colours of red, yellow and white are consistent not only in the logo but also in packaging and promotional materials.
Typography: The typography used in Vegemite’s branding is bold and simple, which complements the straightforward ‘personality’ of the product.
Imagery: Vegemite often uses imagery that highlights the Australian lifestyle, landscapes, and cultural references.
Packaging Design: The packaging design for Vegemite is an integral part of its brand identity. The product is typically sold in a distinctive, jar-like container with the logo prominently displayed.
Messaging: Vegemite’s messaging often emphasises its connection to Australian culture and the unique taste experience it offers.
Brand Consistency: Vegemite maintains a strong and consistent brand identity across all its products and marketing materials. This consistency helps build brand recognition and reinforces the product’s place in Australian culture.
Vegemite is a big brand and a household name. They’ve been around for 100 years. But even iconic brands can have some ups and downs and you might remember ‘iSnack 2.0’. Back in 2009 Vegemite developed a new version of their product – a cheesy variation. But the product’s name didn’t fit the image of the original brand and there was consumer backlash. The team at Vegemite had made the mistake of not understanding their own brand or listening to their audience, but once they did they rapidly switched to a more appropriate brand name – ‘Cheesymite’ – straightforward, down to earth and simple – like the original Vegemite. 14 years later the product name is now the even simpler ‘Vegemite with cheese’. This is a good example of why understanding your audience, understanding your brand’s personality and maintaining consistency is vital.
If you want your brand to be the one that customers remember and one that even grows into an iconic brand you’ll need to think about more than just your logo. Brand identities are important for all businesses, not just product ones. To see some examples of brand identities created by Blade Creative check out brand stories.