So what makes a brand?

And how does this differ to 'Identity' and a Logo? Never fear, theres a Certo Design blog post here to ensure everything about branding is clear!


The purpose of a logo is solely for identification. A logo rarely describes a company, this is because the meaning of the logo should derive from the business it represents, not the other way around.

For example, a logo design should work like a name. You would refer to a person as say ‘John’ but on it own the name 'John' has no context, it is just a name on that has no meaning. However, once you get to know John the name has more meaning and you will associate John as your friendly neighbour who lent you that power tool.

This too is true of a logo, as only after a logo becomes familiar, does it function the way it is intended – to identify and represent!


Identity is primarily the visual devices used within a company, of which are usually assembled within a set of guidelines.

These guidelines dictate how the brand identity is applied throughout a variety of mediums such as colour palettes, fonts and layouts and even measurements. This will ensure that the identity of the company is kept consistent and therefore coherent. This allows the brand as a whole, to be recognisable.


It is a common misconception that a brand consists only of a few elements – colours, fonts and a logo. In reality a brand is more than that, it is a ‘corporate image’.

The fundamental concept of a Brand is that everything a business does, owns and produces reflects the core values and objectives of the company as a whole and it is the consistency of this core value that inevitably makes up the company, expressing what it stands for, believes in and what their purpose is.