The most common question asked in the industry is: “How much does a logo cost?”. That's reasonable, but it takes more than just a logo. A logo, isolated from everything else, is rarely the solution to a company's visual problems.

A logo is only one part of your brand. A logo is just a symbol, but what happens when you create an Instagram post, a Rollup or a newsletter without any rules or guidelines to follow? The result is chaos and disorder that brings your business down.

In this post, I'll show you why you need more than just a logo.

I have created a fictitious logo for a fictional company called Upstart, the logo will be put in different situations in this post to explain in more detail why a brand identity is needed and that a logo alone is not enough.

The result of just one logo

A logo is just a symbol. Without rules on how to use it, it quickly turns into a visual chaos that benefits no one.

Wrong font

Wrong colouring

Poor quality and distorted

Inappropriate shading

The solution: A brand identity

You need a brand identity to ensure that you are always perceived as professional, consistent and recognisable.

A brand identity is your toolbox and rulebook. It contains the logo, but also everything else needed to take your brand to the next level. It is equally important to have appropriate graphic elements and a tone that is always the same, to create recognition. With guidelines, you'll always know how to present your business and what you can and can't do.

The result of a brand identity

Can you see the difference? It's the same logo, but everything follows a common thread and has a clear identity. You have a clear logo, imagery, fonts, graphic elements and colours. What would you choose? A logo that looks like chaos or a logo with order and a common thread running through all your communications?

Explanatory checklist what the differences are:

What's in it for you?

By creating a whole brand identity, you will:

• Save time (and money): you'll never have to guess which font or colours to use again. You can create new materials based on your guidelines in no time.
• Building trust: consistency creates recognition and trust. And trust leads to new contacts and ultimately sales.
• Look professional: You'll have a brand that's clean and can compete with others that have a strong profile.

So next time you're thinking about rebranding, think twice about whether it's worth getting a brand identity. It's something that will benefit you in the long run. After all, the goal is for your brand to be seen and recognised, right? For that, you need a clear plan and identity.

I'm really passionate about branding and identity and seeing the results of a well thought out project. Contact me if you are curious about how we can help you on your journey forward!