Logo vs. brand identity: what's the difference?

"I need a logo" is usually the first thing a business owner tells me. Often it becomes clear during the conversation that they actually mean something broader: a brand identity. Those are two different things, and it's worth knowing the distinction before you start a project.

A logo is one part: the mark, the wordmark, or the combination of the two. It's the sign people recognise. Nothing more — a logo says nothing about which colours you use on your website, which typeface is on your business card, or how your logo looks on a dark background.

A brand identity is the whole system around it. The colour palette, the typography, the rules for how the logo may and may not be used, and how all of that together creates a consistent look — on your website, your social media, your workwear, your van. A brand identity makes sure your brand feels the same everywhere, even when ten different people create ten different pieces with it.

For most starting business owners, a logo is enough to begin with. But as your brand grows — more channels, more people creating content, print materials on top — you'll quickly notice that a standalone logo isn't enough. You'll end up picking colours that don't quite match, or using a typeface that doesn't fit the logo. That's the moment to consider a brand guide.

With the Max package you get all of that in one go: the logo, the colour palette, the typography and the accompanying guidelines. That way you don't have to figure out afterwards what does and doesn't fit your brand — it's already set.