{"id":9018,"date":"2018-11-27T10:30:34","date_gmt":"2018-11-27T03:30:34","guid":{"rendered":"https:\/\/vietbrands.vn\/?p=9018"},"modified":"2018-11-27T10:31:27","modified_gmt":"2018-11-27T03:31:27","slug":"logo-vs-brand%e2%80%8a-%e2%80%8awhats-the-difference","status":"publish","type":"post","link":"https:\/\/vietbrands.vn\/en\/designs\/logo-vs-brand%e2%80%8a-%e2%80%8awhats-the-difference.html","title":{"rendered":"Logo vs. Brand\u200a\u2014\u200awhat\u2019s the difference?"},"content":{"rendered":"

Apple vs Samsung, Nike vs Adidas, Coca-Cola vs Pepsi\u200a\u2014\u200athese debates have been in existence since forever. Populations, not just mini groups, have defended their sides for long. There have been continuous attempts to strengthen the sides with supporters and more. But to think of it, what is all the debate and support for?<\/p>\n

Steve would say\u200a\u2014\u200a\u2018sugared water\u2019! And that will be right, isn\u2019t it?<\/em>\u00a0The ingredients are the same. For all you know, the recipe is the same. What could be the differentiator to create such a strong following that people are ready to defend their stand in whichever way possible?<\/p>\n

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Coca-Cola and Pepsi logos in 1940s<\/figcaption><\/figure>\n

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Coca-Cola and Pepsi started with similar logos. And yet, Coca-Cola for long has strategically been an emotion-inducing brand. Pepsi in the meanwhile, related with high-energy, music, and at times, humor. Samsung tried multiple offerings including the use of a phone as a fully functional PC and yet Apple stood its ground as the \u2018innovative\u2019 mobile brand.<\/p>\n

Brands, not technologies, are the organizing principles of global businesses; brands answer increasingly important 21st century human needs for belonging and emotional rewards in an alienating world; and globalization means people need brands to negotiate this world and feel good about themselves. ~ Wally\u00a0Olins<\/p><\/blockquote>\n<\/div>\n<\/div>\n<\/section>\n

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With\u00a0Logo vs. Brand<\/em>, I wish to create some logical comparisons between a logo and a brand, to illustrate their definitive role, so that as you create a new business or help one grow, you are conscious of the possibilities and can use the newly found learning(s) to your business\u2019 advantage.<\/p>\n

What\u2019s the commonly acknowledged difference?<\/h3>\n

Brand is like a human being and logo is like the uniform it wears!<\/span>\u00a0~Vaibhav\u00a0Gera<\/p><\/blockquote>\n

These are two of the multiple responses to\u00a0my tweet\u00a0when I quizzed my Twitter timeline about the difference between a logo and a brand.<\/p>\n

Logo is a graphical representation of how a company wants to be perceived. A brand is a collective perception of the experiences it creates for customers. ~Kapil<\/p><\/blockquote>\n

It\u2019s not just the founders, or the stakeholders, or the laymen, or the students\u2026 it\u2019s something almost everyone, including designers, struggle to differentiate with clarity.<\/p>\n

One differentiation that most tend to agree with, even subconsciously, is pricing! A logo should cost about $5 onwards (check Fiverr). A brand, however, sounds like a heartbreak that adds multiple \u2018zeroes\u2019 to a logo, amounting to a setback of $5,00,000 or more.<\/p>\n

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Fiverr allows you to choose your $5 logo style<\/figcaption><\/figure>\n

Another parallel differentiation is time\u200a\u2014\u200aa far more important currency! Logo \u2018designers\u2019 claim to dish out an option in as less as 24\u00a0unbelievable<\/em>\u00a0hours. A Brand seems to take forever, say about a year at the least. That is 2,920 hours if worked for 8 hours every day, without taking a holiday for the whole year.<\/p>\n

Also, logo creation is an easily-automated process today. A google search shall throw an infinite series of tools to create\u00a0(generate)<\/em>\u00a0your hypothetical logo. A brand is a little odd\u200a\u2014\u200ait needs humans to do the work. Or so for now.<\/p>\n

But is that it? Nope\u200a\u2014\u200anot even by a mile.<\/p>\n

A brand is an emotional aftertaste that remains post an experience or a series of experiences, for the longest time possible.<\/p><\/blockquote>\n

Humans are intrinsically emotional<\/h3>\n

Most of the choices people make in life are emotional\u200a\u2014\u200aincluding the people they relate to. There\u2019s rarely ever a logical merit.<\/p>\n

They take inspiration from someone who\u00a0validates<\/em><\/strong>\u00a0their aspirations<\/em><\/strong>\u00a0and detest the one who\u00a0threatens their dreams<\/em><\/strong>.<\/p>\n

A logo and a brand are no different. Or should not be. People must react to them, positively in most cases. People must\u00a0care, appreciate, dream, give an example of, be pompous about, take inspiration from, look up to<\/em><\/strong>\u00a0the brand and logo they\u00a0like<\/strong>.<\/p>\n

People as\u00a0brands<\/h3>\n

You walk into a meeting with a clear agenda\u200a\u2014\u200ato close a deal worth $10M. Mayank, the CEO, had done his homework about you and your company. He was prepared with his set of queries and expectations. He was equipped enough to clarify your doubts too. In twenty minutes, you closed the deal and got time to have a good chat about life in general as well.<\/p>\n

Later that evening, you wish to share your excitement with your friend. And how impressed you\u2019re with the CEO. You are unclear on how to start.<\/p>\n

You google Mayank and show\u00a0his picture<\/em><\/strong>.<\/p>\n

In addition, you\u00a0describe his personality<\/em><\/strong>\u200a\u2014\u200athe level of articulation and precise choice of words. You also illustrate mentions of his height, deep green eyes, well-trimmed stubble and the rusty-brown jacket he wore.<\/p>\n

The picture is the logo<\/strong>\u200a\u2014\u200auniquely accepted visual identification.<\/p>\n

The description is the brand<\/strong>\u200a\u2014\u200auniquely accepted mental identification.<\/p>\n

Elements of a\u00a0brand<\/h3>\n

There are a plethora of elements that could be amassed under the umbrella of a brand, not limited to\u200a\u2014\u200aname, logo, shapes, colours, visuals, sounds, values, culture, perception, messages, opinions, marketing and in today\u2019s age, social media engagement.<\/p>\n

Listen to the sound below.<\/em><\/p>\n