Blog / Brand
Why your logo is not your brand.
A logo is one small part. Your brand is every place people meet you.
The logo is the signature
Most businesses start a rebrand by asking for a new logo. It feels like the obvious place to begin. But people rarely decide to trust you because of your logo.
They decide from everything around it: your website, your emails, how you answer the phone, how your invoice looks. The logo signs the work. It is not the work.
What a brand is made of
A brand is a set of choices you repeat until people recognise them.
- A small colour palette, used the same way every time.
- One or two typefaces, with clear rules for headings and body text.
- A tone of voice: how you write, what you never say.
- Layouts and shapes people start to spot before they read your name.
Where to start
Look at the last ten things a customer saw from you. Put them side by side. If they look like they came from ten different companies, a new logo will not fix that.
Start with the system: colours, type and a few layout rules. Then refresh the logo so it fits.
Key takeaway
People remember consistency, not a mark. Fix the system first, then the logo.