Why a Logo Is Not a Brand (And What You Actually Need)
When people think of branding, the first thing they usually picture is a logo. And while a logo is an important part of your visual identity, it’s not the whole story – not even close.
Think of it like this: your logo is the front door of your house. It’s what people see first. It gives a sense of style, maybe even a glimpse of personality. But a front door on its own doesn’t make a house. You need structure, walls, rooms, interiors – all working together – to create something people want to walk into and stay in.
The Logo: Your First Impression
A logo is a quick visual cue – something recognisable, memorable, and meaningful. It’s the entry point to your brand. But without anything behind it, it’s just a door to nowhere.
The Rest of the House: Building Your Brand
To create a complete, cohesive brand, you need more than a logo. When developing concept designs, we consider the key foundations that bring your brand to life – including colour, typography, and image style. These elements are the building blocks of your visual identity.
Colour Palette – This is your paint and finishings. The tones that shape mood, create consistency, and bring emotion into your visual identity.
Typography – Like your architectural style. Bold and modern? Soft and classic? Your type choices help set the tone and voice of your brand.
Imagery – This is the view through the windows. Photography, illustrations, and textures create atmosphere and help tell your story.
Graphic Elements – The design details that bring everything together. These might be linework, patterns, icons, or layout systems that create rhythm and consistency across all your touchpoints.
By thoughtfully combining these elements, we establish a strong visual foundation that can be consistently applied across everything from digital platforms to printed materials. This is what makes a brand feel clear, confident, and recognisable at every interaction.
A Real-World Example: At The World’s Edge Festival
To show how this works in practice, I’m sharing a look at the brand I created for At The World’s Edge Festival – a project where the visual identity was built from the ground up, with strategy informing every design decision.
From the calming, grounded colour palette to the refined typography and considered photography style, each element was thoughtfully crafted to support the bigger picture – a brand that connects meaningfully with its audience and supports long-term growth.
Logo
A contemporary, geometric logo that brings together the shapes and forms of musical notes to create the letters AWE. This unique construction reflects both creativity and rhythm, capturing the essence of the brand.
Colour Palette
The colour palette is inspired by nature, grounding the brand in the landscapes where the music is performed. These tones connect the audience to place, evoking a sense of atmosphere and belonging.
Typography
Pairing Yokten Slab with Work Sans to create a balance between personality and readability. Yokten Slab adds character, while Work Sans keeps things clean and easy to read.
Imagery
Photography is led by powerful imagery of musicians and landscapes, supported by shots of venues and musical instruments. This blend reinforces both the emotional and environmental context of the performances.
Pattern
A custom pattern derived from the logo adds visual rhythm and versatility, linking all elements back to the core identity.
Bringing it all together
Each of the brand foundations work in harmony to create a distinctive and cohesive look and feel, resulting in a brand that is intentional, memorable, and deeply connected to its purpose.
Why It All Matters
A well-crafted brand builds recognition, trust, and loyalty. It sets expectations. It tells people who you are and what you stand for – not just once, but every time they interact with your business.
When you only focus on a logo, you're missing the opportunity to create a deeper, more consistent experience – one that connects emotionally and stands out for all the right reasons.
The Key Takeaway
A logo is essential, but it’s just one part of the build. A full brand is what creates a sense of place – something people remember, return to, and recommend. If you want to build something strong, lasting, and uniquely yours, don’t stop at the front door.