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Logos & Branding

As the old adage goes, “you never have a second chance to make a first impression.” When starting a business, one of the most critical steps you can take to set yourself up for success is to create an eye-catching logo (or, even better, a full-fledged brand identity system). A strong brand can boost buyer and shareholder confidence, inspire loyalty in your customers, and give you the power to charge premium prices.


logo vs. brand identity

Sometimes it feels like the words “logo” and “brand identity” are interchangeable. However, they’re quite different. A logo is a smaller, singularly focused project, while a brand is a much bigger project covering more ground and with a much more holistic approach. Read on to learn more about the difference.

A Brand New Brand

make a strong first impression

When you’re out shopping for shoes and see the iconic ‘swoosh’, you know it’s Nike. But how did a simple logo like Nike’s become so iconic that you recognize it in an instant? The names of the game are uniqueness, consistency and repetition: the more the public notices and interacts with your logo in their daily lives, the more credence they give it, and the more likely they are to remember it.

A logo is a specific graphical element that serves as a visual representation of a company or organization, consisting of a single recognizable visual mark, and sometimes includes the company’s name. (Think Apple or FedEx.)

A brand identity, on the other hand, is a broader system that encompasses all the visual and verbal elements that make up a company’s image and reputation, such as the logo, color palette, design patterns, typography, iconography, messaging, photography, and tone of voice (to name just a few).

Logos are typically a smaller project (and work fine for smaller companies, organizations, and events), but the bigger a company or organization gets, the more important it is to establish your brand identity as the cornerstone of your customer experience.

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Gimme' a five(r)

So why shouldn’t I just use Fiverr and get a logo done for cheap? Well, as the adage goes: “you get what you pay for.” Fiverr and other “design-on-a-dime” services certainly have their place, but when you need something that’s unique and stands out from the competition — designed by someone who’s taking into account all the places it might be used and giving you options and alternates — there’s nothing quite like working with a professional designer.

Are you having an identity crisis?

It’s okay…we all go through it at some point or another. Whether it be personally or professionally, figuring out who you are is no small task. While we can’t help you personally (we recommend a therapist), we can help your business or organization deliver a consistent, impactful logo or brand identity that hits the mark every time.