SBR 48: YOUR BRAND IS way MORE THAN A LOGO
When we think of iconic brands, it’s the logo that often comes to mind first. Yet, a brand is much more than its visual identity—it’s a living thing. And while logos and colours matter (who knew people could get so worked up by a car rebrand…), they’re just one piece of the puzzle. A strong brand goes far deeper.
A logo as the embodiment of a brand
Logos are powerful tools. They’re the often first thing people see and the element they most easily remember. So a great logo is a symbol that encapsulates something of the brand’s story, values, and vision.
For example, Nike’s swoosh is simple yet symbolises motion and speed. Perfectly aligned with the brand’s mission to empower athletes.
So, if it’s not a logo, what is it that truly defines a brand?
1. A clear purpose and vision
Nike’s “Just Do It” is more than a slogan—it’s a philosophy of empowerment and ambition for athletes of all standards. Similarly, Patagonia’s commitment to sustainability has made it a leader in purpose-driven branding. These missions are the rallying point for a brand – something that all activity can align to. Which is why Nike’s “Winning isn’t for everyone” campaign earlier this year felt off brand to me.
2. Consistency across touchpoints
Every interaction with a brand reinforces its identity. Apple’s seamless, creative experience, from product design to packaging and customer service, is a great example of brand consistency. We’re working on a bakery project at the moment and were impressed with the visual consistency of the Borders redesign.
3. Relevant, authentic, emotional connection
Brands that evoke strong emotions create lasting business effects. But consumers can spot a manufactured association that isn’t grounded in the real world or where the brand simply doesn’t have a right to contribute. The infamous Kendall Jenner Pepsi ad springs to mind.
A Logo is Just the Beginning
While a logo serves as a brand’s identifier, it’s the deeper aspects—purpose, vision, and emotional connection—that truly define it. From John Smith’s magnet to Airbnb’s Bélo, these logos became symbols of broader stories and missions.
For brands looking to elevate their identity, the lesson is clear: focus on what you stand for and how you connect with your audience.
A logo is just the introduction—but the brand is the story that keeps people coming back.