We hear this a lot: “Can you just make us a quick logo?” And our answer is always the same: “Sure. But... is a logo all you want?” Because here’s the thing, a logo on its own won’t build your brand. It’s a starting point, sure, but not a solution.
Many businesses make the mistake of thinking a logo is the entire brand.But that’s like saying a book cover is the whole story. A good logo is important, yes. But it’s just one piece of a much bigger picture. That bigger picture is your brand identity. And that’s where the real magic happens.
A logo is a symbol, wordmark, or combination of both that visually represents your brand. It’s the face people associate with your business; your shorthand, your signature. It could be a text-based logo (like Google or Coca-Cola), a symbol (like Apple’s apple), or a hybrid (like Adidas or Burger King). A well-designed logo should be distinct, memorable, and scalable (works on a billboard or an Instagram story). But even the best logo in the world can fall flat if it isn’t part of a complete identity system.
Brand identity is the entire visual and emotional system that brings your brand to life. It’s how your business looks, feels, and communicates across every touchpoint, online and offline. It typically includes your logo, brand colors, fonts and typography styles, photography and image style, illustration or icon systems, tone of voice, layout and grid systems, packaging and print templates, social media visual guidelines, and animation or motion direction, if relevant. These elements work together to communicate your personality, values, and promise in a way that’s consistent and recognizable.
Let’s say you’ve got a clean, professional-looking logo. But your Instagram uses clashing colors and random filters. Your packaging looks completely different from your website. Your presentations and decks all follow different styles, and your messaging shifts depending on who wrote the copy. What’s the result? Confusion. And confused customers don’t convert. They don’t engage. They don’t trust. On the other hand, consistent brand identity builds trust before anyone even speaks to you.
Let’s say you’re launching a modern, plant-based skincare brand. You hire someone to create a sleek logo. But your site looks different from your Instagram, your ad creatives use stock photos and inconsistent fonts, and your packaging uses a different color palette entirely. What happens? Your brand feels fragmented. Visitors who were interested don’t follow through. They’re not sure who you are, and that uncertainty leads to drop-offs. Now imagine instead: a clear, soft color palette used across every channel; clean typography used on your website, posts, and packaging; a warm, reassuring tone of voice applied consistently; and branded icons, layouts, and mockups ready to go. This version of your brand feels polished, confident, and memorable. That’s the difference identity makes.
For a quick comparison, consider these points. A Logo is a single symbol or wordmark that provides visual representation, builds recognition to an extent, has limited support for marketing, and is used primarily in website headers, packaging, and signage. It offers a weak foundation for growth on its own. Brand Identity, on the other hand, is a full visual and verbal system that ensures consistency across all media, strongly builds recognition, is fully integrated into marketing, and is used in everything from decks to DMs. It provides a strong, scalable system for growth.
You don’t need a full brand book on day one, but if you are launching a new business or product, expanding into new markets, rebranding after a pivot, struggling with consistency, or hiring external designers or agencies, then it's probably time. Your brand identity is what makes sure everyone on your team and everyone interacting with your brand sees the same story.
At Rundown, we don’t stop at logo design. We help businesses build strong, strategic brand systems that grow with them. Our typical process includes Discovery & Research to understand your audience, category, and brand values; Logo Design, where we explore directions and refine one to perfection; developing a Visual System, defining color palette, type, image style, and more; creating Templates & Assets like social post layouts, deck slides, and packaging frames; and finally, delivering a comprehensive Brand Book, which is a clear, easy-to-use guide for you and your team. We create identities that are clear, consistent, and built to convert.
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