Create brands, not logos.


Why creating a logo is simply not enough for thriving businesses?

It’s easier than ever before to start your own business. Because of that, there are more products to choose from.

– How your products differ from the competition?
– Why customers should choose your product instead of another if every product has a logo on it?
– What does a logo say about your company?

“The Brand Gap” Image by Marty Neumeir

What is a logo?

Simply put, a logo is a unique design or symbol that represents an organization.
Logo makes your company’s product or services and company as a whole to be discovered, remembered and for repeated interactions — recognized.

Logo primary function is to be identified. It does not say anything about your product or company.

You can buy a logo for as low as 5$. There is million premade logo available now on stock websites. It’s just a cute symbol.

Logo is only the tip of the iceberg.

Without the pyramidal branding support beneath, a logo without branding strategy will never withstand market demands.

What is a brand?

Hint: it’s not your logo. Nor it is your identity, nor your product. And it may at least double your business market value.


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The definition is far more complicated.

1. The brand is a gut feeling

A brand is a person’s gut feeling about a product, service or organization.

A brand is what people feel and experience in their gut during the interaction with the brand or afterward.

It is a gut feeling because people are emotional intuitive beings.

It’s a person’s gut feeling because brands are defined by individuals, not companies, markets, or the public.

A great brand perfectly captures the emotions that people experience when they interact with your company, whilst also representing what your business believes in, what makes them unique.

2. The brand is a personality

If your brand was human, what type of person would it be? How it would make you feel? What words would you use to describe it?

A brand is your company’s personality.

By deciding how you will take care of your customer support, how will you package your products or what quality services you will provide you are choosing the characteristics of personality.

Truly great brands exude charisma and magnetism that engages people.

A charismatic brand is any product, service, or organization for which people believe there is no substitute. 

– Martin Neumeier, 2005

Example of Brand personality:
The exact same services can have an absolutely different personality. As “Lyft” came after “Uber”, they knew they had to be different. So they took their branding and culture in the opposite direction. And they won as “Uber” was slammed by the press for it’s cold, unfriendly, and ruthless sheen.

3. The design is essential but the design is not brand

The combination of the three elements (logo, identity, and brand) helps to influence the gut feeling and the perception of the brand.

Identity creates emotion by the collection of tangible visual elements that together create one brand image.

And finally as mentioned above — logo makes possible for a customer to identify the brand.

The design is essential but the design is not Brand. Logo without strategy and values attached to it is worth nothing.

There is no unique, simple and never used shape of a logo, no unexpected color combinations for identity. There are too many businesses with a logo.

Create brands not businesses. 

– M.J. de Marco

Brand architect & identity designer


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+370 620 66742
Kaunas, Lithuania