A logo isn't a brand (but it's a good start).

It's one of the most common requests: "I need a logo". Sometimes what people actually need is something bigger, and sometimes a logo really is enough. Knowing the difference saves money and keeps you from redoing everything six months later.

What a logo is

The logo is the mark that identifies your brand: a symbol, custom lettering or a mix of both. A good logo is simple, reads at small sizes, works in black and white and doesn't depend on a trend.

A well-made logo package usually includes:

• A primary version plus alternates (horizontal, stacked, icon).
• Positive, negative and single-colour variants.
• Files ready for web and print (SVG, PNG, PDF).

What branding is

Branding is the whole system that makes your brand look and sound the same everywhere: on Instagram, on your website, on packaging or in a sales deck. The logo is one part; the system is what builds recognition.

A branding project usually adds:

• Strategy: who you're talking to, what sets you apart and how you want to be perceived.
• Colour palette and typefaces with usage rules.
• Graphic elements: textures, icons, illustrations, photo style.
• Tone of voice: how the brand writes.
• Brand guidelines: a document so anyone (you, your team, another agency) can apply the identity without breaking it.
• Applications: social media, stationery, packaging, templates.

Which one do I need?

A logo is enough if you're validating an idea, your budget is tight or the business may still change direction. Better a clean, simple logo than a full system for something that will be different in a year.

You need branding if you already have clients, you're about to invest in ads, you're launching a website or product, or every piece you publish looks different. That's when a system saves you time every single week.

One tip

If you start with just a logo, ask for at least a defined palette and typeface. It's a small extra and it's the base to grow later without starting from scratch.

Want to sort out your brand? Write to me and we'll figure out what you actually need.