Brand vs logo: what you are actually paying for
Clients often ask why one agency quotes a small sum for a logo and another quotes many times more for a brand identity. The difference is not the number of sketches. It is how much of the brand gets decided, written down and made usable.
A logo is a signature
A logo identifies the company. It should be distinctive, legible at small sizes and simple enough to remember. On its own, though, it does very little. People rarely buy because of a logo. They buy because of what they have learned to expect from the company behind it.
What a brand includes
A brand is the whole set of associations people have with you. Some of it you control directly, some of it you can only influence. The part you control is usually made of:
- Positioning: who you are for, what you do better than the alternatives and why people should believe it
- Verbal identity: the name, tagline, key messages and tone of voice
- Visual identity: logo, colour, typography, imagery, layout rules and motion
- Experience: how the website, packaging, sales calls and support feel
- Behaviour: what the company consistently does, including what it refuses to do
Why a logo on its own ages fast
Without positioning, design decisions are guesses, so the logo ends up reflecting whatever looks current, and trends move quickly. Without a system of colours, type and layouts, every new ad or presentation is improvised, and the brand looks different in every channel. Within a year the logo seems tired, although the real problem is the missing system around it.
What you pay for in a full identity
- Research and positioning, so the design has a brief rooted in the business
- Several creative routes, judged against that brief rather than personal taste
- A complete visual system for print, screens, packaging and motion
- Guidelines and templates your team and suppliers can use without calling the agency
- Rollout support: final files, production checks and help with the first campaigns
How to budget
First decide how long the identity should serve you. A brand meant to carry the company for the next five to ten years deserves strategy and a system. A short-lived campaign mark does not. Ask agencies to split their quotes by stage, so you can see what each part adds and choose what you really need.
Next article
How to write a brand brief that gets you better work
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