What is a brand?

There is a lot of online discussions recently about the difference between a brand vs. a logo. Every designer or agency may have different views, but here's how we've broken it down to best understand:

• Your brand – The perceived emotional image of your company as a whole.
• Your identity – set of assets that make your company recognizable, including your logo, name, colors, fonts, primary messages and marketing materials. This visual system plays a big part in how your audience perceives your brand across various mediums.
• Your logo – a simple visual representation of your brand. It serves to quickly identify your company through a symbol, mark or typography. The logo identifies a business or product in its simplest form.