“Amie, can you ask Michael to knock me up a quick logo?” is a question I’ve been asked many times. “No. Sorry. We don’t do logos,” is my reply.

We don’t do logos. We do brands. Your logo is part of your brand, but it’s not the sum total of your brand. Here’s our take on the differences between the two.

Your logo…

  • Is a graphical element. It’s a visual mark that identifies your company.
  • Creates consistency across your communication channels, such as your social media profiles, your packaging and your website, to name just a few touch points.
  • Distinguishes you from your competitors and demonstrates your professional image. It says “I care enough about my business to have it professionally branded.”
  • Should be a graphical representation of how your business wants to be perceived.
  • Is an essential component of a powerful brand, but it’s not the full story.

Your brand…

  • Is the foundation of your entire marketing strategy. To take that one step further, it’s the cornerstone on which all marketing communications rest.
  • Represents the intangibles of your business. It’s purpose, values, promise. Why it exists and who it hopes to serve. At the risk of sounding too holistic and hippy, your branding is the personality of your business.
  • Inspires both recognition and reputation.
  • Signals how you wish your business to be perceived.
  • Gives meaning to your logo. Without the brand, your visual identity would have no meaning. No value.

I’ll readily admit to hastily demanding a ‘new logo’ from my husband in the past. Sometimes a new business idea or project takes over and I just want to launch launch launch. Because these visual representations can be adapted further down the line right? Tweaked, or even rebranded. “Let’s just get things underway!” I’ve demanded. And I was wrong. Because the creative process doesn’t dance to my tune and until we’ve discovered the intrinsic values of a business and who it exists to serve, the right logo won’t present itself.

Origami Media exists to help build and then support strong brands. We do this by navigating our clients through a brand process to determine the true identity of your business. It’s painless, I promise. We’ll examine the personality you’re bringing to the business, its mission or intention and your desired market. We encourage you to take the time to be really clear on who your customers are and the overall image of your business. It’s only from here that we can add character to your overall plan and create an identity for your brand. The end result is a brand strategy that you’re truly proud of and that helps you stand out from your compeition.