What's the Difference Between a Logo, a Visual Identity, and a Brand?

Differences between a logo, a visual identity, and a brand often overlap, yet they represent different levels and elements of a company’s or product’s recognizability. Here’s a brief overview:

Logo

What is it?
A logo is a graphic mark (symbol, word, or a combination of both) used to represent a company or product.

Role
Its purpose is to be clear, striking, and easy to remember, so that users immediately recognize whom or what it refers to.

Examples
The Nike “Swoosh,” Apple’s “apple,” or the stylized Coca-Cola script in a specific font.

Visual Identity

What is it?
A visual identity (in English, “brand identity”) comprises the entire system of visual elements by which a brand is presented. This includes the logo, colors, typography (fonts), graphic patterns, photography usage, packaging design, and other design elements.

Role
Its aim is to establish a unique and consistent “look and feel” across all customer touchpoints (website, printed materials, store interior, product packaging, etc.). This creates recognizability and a sense of connection with the company or product.

Examples
You’ll notice that large companies (e.g., Coca-Cola, McDonald’s, IKEA) have strictly defined guidelines on how to use colors, fonts, and promotional materials to ensure constant recognizability.

Brand

What is it?
A brand is a broader concept than just a visual identity. It encompasses all aspects of how the public perceives a product, service, or company. This includes values, emotions, story, reputation, and the overall experience people associate with that entity.

Role
A brand creates an emotional connection with customers or users, builds trust, and differentiates a company or product from its competitors. It may include the tone of communication, how staff interact with customers, corporate culture, sponsorships, social responsibility, and so on.

Examples
When you think of Apple, you don’t just think of the logo or white packaging—you also think of values like innovation, elegance, prestige, as well as user experience and the “lifestyle” customers identify with.

In short:

• A logo is part of the visual identity—a recognizable mark or symbol.
• A visual identity is a set of visual guidelines and elements (including the logo) that form the brand’s consistent “look and feel.”
• A brand encompasses a broader spectrum—the overall perception, emotions, and values tied to a product or company, not just the visual elements.