Your Logo Is Not Your Brand — What's the Difference?

Digital Journal

'2026'

Your Logo Is Not Your Brand.

Somebody already stole your logo. Nobody stole your brand. Counterfeiters get the logo right. That's the whole job. Correct font, correct stitching, correct metal, correct little embossed serial number. And it still doesn't work. You know within about four seconds. Something about the weight, the smell, the way the strap sits. The logo was perfect. The brand didn't come with it.

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Digital Journal

'2026'

What Is the Difference Between a Logo and a Brand?

A logo is a container. A brand is what's in it. Nike paid a design student $35 for the Swoosh in 1971. Phil Knight looked at it and said he'd get used to it — a sentence now worth several billion dollars. Nothing about that drawing has changed since. Everything it means was deposited afterwards, one decision at a time, by a company that mostly didn't talk about its logo at all.

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