15th Jul 2016| by Paul Findlay

Logo VS Brand Mark

Logo Versus Brand Mark punching image blog

You’ve probably heard the terms ‘Logo’ and ‘Brand Mark’ thrown around before and not quite understood the difference between the two, it’s easy to have them mistaken for the same thing. But these guys are actually quite different from each other… I would go as far to say that they’re arch rivals… But one of them just happens to be far more superior than the other. Let’s open up a ‘Logo VS Brand Mark’ debate and see who comes off second best.

The Logo

Think of the Logo as a visual shorthand or an image that people can quickly recognise and recall your business from. A lot of Logos are based on aesthetics or trends, but the smarter ones out there have the customer in mind. And sure sometimes a good looking logo is all you need for a quick badge fix, but unfortunately a logo is here for a good time, not a long time. The good news is that logos are a dime a dozen these days, you can pickup one up online for next to nothing… but the hard thing to gauge here with a Logo is – what are you really paying for?

The Brand Mark

A Brand Mark is just as it states in two separate words… the Mark that sits on top of your Brand. In order to have a Brand Mark and not a Logo, you’ll need to have a the foundations of a Brand first… keep in mind a Brand is not a Logo, it’s an emotional connection – I think the easiest way to understand what a Brand is, is to think about it as ‘the stuff you don’t see, the stuff you feel’ a brand is that ‘gut feel’ you get when you think about a brand – not the logo or website or product, it’s the ‘feeling’. These emotional triggers (if created just for you) will draw you closer to a brand and get you emotionally engaged with it. Now place a Mark over the top of this Brand (one that’s been created with the brand and customer in mind) and that my friends is a Brand Mark.

Amazon is a good example of a brand that originally had a Logo and now has a Brand Mark. The original Logo is more of an icon (look it’s an ‘A’ with a badly drawn Amazon River flowing through it) probably not the most emotive Logo you’ve seen… But their updated Brand Mark is a different story, it’s been designed with their customer and Brand in mind. This Brand Mark smiles at you and says ‘Hey we’re the A-Z of books’. The perfect customer take-out for a brand like Amazon.

Amazon Brand Mark Logo

Now that you understand the difference, what do you have? A Brand Mark or a Logo?

Get your business fighting fit and ready to take on the world with a Brand Mark and not just a Logo. Consider investing in some Brand Planning upfront, so your brand is smarter and is connecting better with your customers, delivering knock-out blows to your competitors along the way. 

If you want to debate Logo V Brand Mark some more… Contact Brands to life®


Paul Findlay
Paul is the Creative Director at Brands to life® with over 25 years experience building brands. He has founded two of Melbourne’s most successful independent agencies with many highlights along the way including ‘BRW Fast 100’ and ‘B&T Agency of the Year’. Paul creates memorable and authentic brand experiences through engaging Strategies, Identities, Visual Languages and Brand Stories, whatever it takes to breathe new life into brands.