Designers—including myself—are often asked to “design a logo.” And yes, of course, I can design a logo for you. But here’s the truth: I’d much rather design an identity for you.
Too often, people confuse a logo with the identity itself. A wordmark or symbol is created, and the assumption is that the brand is complete. Don’t get me wrong—logos are important and can absolutely do the job…for a while. But what about everything else? What about the details that make your brand memorable? The atmosphere, the feeling, the experience?
How does a logo alone carry all of that?
The Difference Between a Logo and a Brand Identity
A logo is the part of branding people focus on the most, and for good reason—it’s a recognizable marker of your business. It’s what we hope people will remember, like the bitten Apple or the Nike Swoosh.
But here’s the catch: a logo can be replicated, altered, or imitated. Think about those cheap logos on Fiverr—change a word, swap a color, and suddenly your “unique” logo isn’t so unique anymore. So, what really sets your brand apart?
It’s everything else.
What Brand Identity Really Looks Like (Hint: It’s More Than an “M”)
Take McDonald’s. Chances are, you instantly pictured the Golden Arches. Maybe the bold red and yellow color palette. But what else came to mind?
- Their fries?
- A Big Mac or a Philly Cheese Steak burger?
- The wood-paneled interiors paired with bright, playful accents?
- The menu boards, the staff uniforms, even the icons for payment and drive-thru?
That’s brand identity.
A logo is just the starting point. A brand identity is the entire experience—both in person and online. It’s the color psychology that shapes emotions (red for affordability, yellow for playfulness). It’s the textures, typography, and design systems that create consistency across every touchpoint.
Think about it this way: if you’re opening a restaurant, the brand doesn’t stop at the sign outside. It’s in the menu design, the napkins, the staff uniforms, the receipts, the website, even the wayfinding icons in the car park. Every little detail adds up to create an impression—positive or forgettable.
Why Investing in Brand Identity Matters
A logo might get you started, but a cohesive brand identity allows your business to grow, scale, and stand apart. It ensures that every interaction feels intentional, memorable, and uniquely yours.
So yes, we can start with a logo. But together, we can build something much more powerful: a brand identity that creates connection, builds trust, and makes your business impossible to ignore.
Ready to Build Your Brand Identity?
If you’re ready to take your business to the next level, let’s design an identity that does more than just “look good”—let’s design one that works hard for you at every touchpoint.
📩 Email me at info@kododesign.co.uk and let’s arrange a call.
Kodo Design 