What’s the difference between a ‘logo’ and an ‘identity’? No this is not some attempt at a joke on my half but something which some people are unclear about.

A logo is a graphic motif which usually combines typography with or without a graphical image or container device and appears on all aspects of your marketing from stationery to brochures, your website and signage.

An ‘identity’ goes beyond just the ‘logo’ itself. It extends to the font styles which should be used along with primary and secondary colour palettes and an overall style guide as to how imagery should be combined with text and layout to produce a consistent look and feel across all your marketing and communications. Beyond visual design, it’s the tone of your communication, your ideals and ethos. Think about Starbucks and Pret. You probably have a feel for the kind of company they are, their ethos and style. From the person serving your latte to the posters on the wall and the food and drink you’ve bought their ‘identity’ is there. In larger businesses market research is carried out to determine how you and your competitors are seen by customers and other businesses.

Regardless of the size of your business I always provide my clients with some form of a visual identity rather than just a ‘logo.’ It comprises guidance on colours and fonts along with the ‘logo’ itself and layouts for website, print and advertising.

Having a well designed identity whatever your size of business is essential. From your letterhead to your website, advertising and printed material the message has to be consistent, recognisable and representative of you as a business. If you think your logo is looking dated or no longer relates to your business then get in touch. With over 20 years experience in identity design I can show how your business and your marketing strategy will be revitalised with an effectively designed identity.