A lot of business owners come to me asking for “just a logo.” Sometimes that’s exactly right. Other times, what they really need is a small set of brand tools that make everything look like it belongs together.
Here’s how to tell the difference.
What a logo is
Your logo is the mark people recognize: on your truck, your invoices, your website header and your Google profile. A good logo is simple, works in one colour, and still reads clearly when it’s tiny.
What a brand identity is
A brand identity is the full visual system around the logo. For most small businesses, that means:
- Logo versions: full, stacked and icon only.
- Colour palette: main colours plus a few supporting ones.
- Fonts: one for headings and one for body text.
- Simple rules: how much space around the logo, which backgrounds to use it on.
- A few templates: social posts, a business card, an email signature.
Why it matters
When your website, social posts, signs and quotes all look consistent, people remember you and trust you more. When every piece looks different, it feels like a different business each time someone sees you.
When a logo alone is enough
- You’re just starting and need to get going.
- You only need something for a website header and invoices.
- You plan to invest in a full identity later.
When you need the full identity
- You’re launching a new website.
- Several people create content for your business.
- You’re rebranding and want a fresh, consistent look everywhere.
- You’re in a competitive market where standing out matters.
Files you should always receive
Whoever designs your logo, make sure you get vector files (SVG, EPS or PDF), PNG files with transparent backgrounds, versions for light and dark backgrounds, and your exact colour codes. You should own all of it.
I design logos and brand identities for small businesses across Surrey and the Lower Mainland. See my branding and logo design page, or tell me about your business.
