What is a logo ?
A logo (also known as a mark, brand mark, trademark, wordmark, logotype, symbol, or brand icon) is a graphic and/or typographic mark that identifies your organization. It is only one element, albeit a very important element, of your organization’s brand identity* and helps with recognition, differentiation, and recall. Logos are a tangible way to express some of the essence and characteristics of your brand, but there’s no way a logo can represent or illustrate everything about your brand.
Instead a logo serves as a visual shorthand or the organization’s signature. You can think of the logo as the “brand box” where people can mentally store all that perceptual information (both positive and negative) for later recall. It’s a means to filter and organize memories, messages, and data points over time so that ultimately a fairly simple and abstract graphic logo can embody a whole story or history.
So what is a brand ?
One of the best definitions of a brand is from Marty Neumeier’s book, The Brand Gap: “A brand is a person’s gut feeling about a product, service, or organization.” Simple, right? And so much more than the logo on your business card.
I like to talk about a brand as the “sum total” of all of the experiences, impressions, and knowledge a person has about your product, service, or organization. It’s really about the perceived emotional and functional benefits (that gut reaction) vs. the actual benefits or attributes of your product or service.
If you’re in business and have customers, you already have a brand of sorts, even if you’re not very clear about what it stands for and even if you’re not working to define and shape it in the eyes of your customers. A brand is the basis of your position in the market and your competitive advantage.
(From: Gist Brands - Rebranding Specialists)