Beyond the Logo: What Your Brand Really Is
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Beyond the Logo: What Your Brand Really Is
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Now, I want to start with a confession that I think a lot of you will recognize. Over the years, I have watched so many talented creative people spend weeks — sometimes months — agonizing over a logo. The colors. The font. Whether the little swoosh should go up or down. And then, once that logo is finally done, they sit back and say, "Okay. Now I have a brand."
And I understand why. A logo is something you can see. You can hold it up. You can put it on a business card, a bookmark, a tote bag, a website header. It feels like progress, and it is.
But here's what I want you to hear today, and I want you to really hear it: your logo is not your brand. Your logo is a signature on your brand. It is the smallest, simplest piece of a much bigger thing.
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