Brands and Logos: what's the difference?

To succeed in your digital business, you need to be clear on the difference between trademarks and logos. In everyday language they're often used as synonyms, but in advertising and law the differences matter, and that's exactly what we at SHM Studio want to talk about today.

Ever wondered why companies invest so much of their profits in advertising and marketing? Because even the best product in the world, with the highest possible quality, will never succeed if its audience can't recognize it.

That's exactly what trademarks and logos do, and a serious web agency puts significant resources into defining a professional, effective strategy.

Trademarks and logos are not the same thing

The difference between trademarks and logos can be explored from many angles, but we'll keep it as clear as possible.

Let's start with the trademark. It's the element that gives a brand uniqueness and recognizability, shapes the brand identity and makes the product known to the wider public. Legally speaking, a trademark is a sign made up of visual and textual elements, used to identify a company, its products or services. 

And that's where it differs from the logo, which is one of the elements that make up the trademark. A logo, or logotype, mainly serves to represent an idea, a concept, a company or even a freelancer graphically. It combines letters, fonts/lettering and color to form the graphic transcription of the trademark.

So the logo is one part of the trademark, which is a slightly more abstract concept.

Real-world examples of trademarks and logos

We can break the trademark down into three key elements. 

• The logo: the graphic representation of the company name, a wordmark crafted to make the company, its mission and its ambitions instantly recognizable. A concrete example: the famous italic script of Coca Cola is a classic logo. Think also of Walt Disney, whose logo was taken from the famous animator's signature;

• The pictogram: a graphic element expressed not in letters but through a symbol or emblem. Sometimes the symbol becomes one with the brand itself, as with Apple's famous apple or Nike's classic “swoosh”, the check mark that became a legend;

• The payoff: simply put, a slogan, the line that reflects the brand's mission and expresses its strength and message in a few simple words. The most famous payoff in the world is undoubtedly Nike's “Just Do It.” 

These are the elements that should never be missing when defining a trademark (or a brand), but others can be added, such as a musical jingle or a mascot, an imaginary character that makes the brand even more recognizable.

A few guidelines worth knowing

Given what's at stake, relying on a web agency is always the best choice for creating trademarks and logos. Still, it's a good idea to know at least a few of the main rules to follow.

A good logo or trademark should be simple and quick to remember. That means a simple shape, few colors and a clear, recognizable font. There's a whole branch of design and marketing that studies the colors and fonts the human brain recognizes most readily.

The elements you include in the trademark, like the payoff, can also relate to your company, tying your identity even more closely to the logo and making it easier to convey graphically. Visually, a trademark must also fit your target audience, and that's where preliminary research becomes essential. Selling your products to a construction company or to a toy store calls for different visual identities, and therefore different logos and slogans.

It's also important to create a trademark that doesn't follow the trends of the moment but lasts over time, conveying stability, elegance and trust. That doesn't rule out changing the logo, slogan or pictogram when needed. It shows your company keeps up with the times while staying true to the brand identity you've built.

Building your brand identity: a user's guide by SHM Studio

Trademarks and logos are essential to building a company's brand identity. Their purpose is to share genuine feelings with potential customers: familiarity, assurance and reliability. 

Whatever your business specializes in, your visual image always starts with creating the logo, then moves on to defining the trademark. Together they shape the story you'll tell, which will define your company for years to come.

Which image represents you? What kind of world do you operate in with your customers? Why should people choose you over your competitor? These are all questions that a serious web agency like us at SHM Studio asks before starting work on your trademark. 

Our team of creatives and analysts will work closely with you from the very first phase: clarifying the key elements that represent your company and must come through graphically. Once that's done, we move on to actually creating the logo. Of course, a logo, and a trademark in general, isn't made in an afternoon. It takes several attempts and tests with different fonts, colors and styles to get the result you want. Our process includes a steady stream of feedback to make sure the outcome is exactly what you had in mind. 

For your brand identity, your trademarks and logos, and much more, turn only to experienced professionals. At SHM Studio, with over 10 years of experience in digital marketing and 600 projects delivered, we can help bring your brand to life. Contact us and we'll find the best solution for you and your business.