From Logo to Brand Mark: Building Brand Equity Through Strategic Design
The concepts of a brand mark and a logo are often confused. We all know a logo is a visual symbol or graphic that people quickly associate with a company’s brand. But how many of you know how the brand mark and logo are influence your brand positioning. Logos are designed based on aesthetics or current market trends, rather than strategically enhancing the brand with the customer in mind. Once a brand establishes a logo, it may undergo slight updates and modifications throughout the lifespan of the business.
A brand mark is a symbol, mark, or image representing a brand that helps instantly identify a specific company. It’s a powerful image that encapsulates the essence of the brand, creating a lasting impression on consumers. A strong brand mark enhances overall brand equity, increasing the perceived value of the brand and its products or services in the minds of customers. Sometimes people use the words brand mark and logo interchangeably. In essence, they do both serve the same purpose—a graphic element that followers can associate with your brand and what it stands for.
Amazon is a great example of a company that evolved from having a simple logo to a distinctive brand mark. Their original logo featured an ‘A’ with a depiction of the Amazon River, which lacked emotional impact. However, their updated brand mark tells a different story. Designed with both the customer and the brand in mind, this mark features a smiling arrow that conveys the message, “Hey, we’re the A-Z of what you need”—perfectly encapsulating Amazon’s comprehensive offerings.
Our branding experts will dissect the strategic thinking that goes into designing a powerful brand mark. We’ll cover how to make your logo flexible for different uses, ensure it reflects your brand’s core values, and stand the test of time in a dynamic market.esign.
