There’s more to visual identity than a logo

Our relationships with brands in the world seem to involve more kinds of verbal and visual language than ever before. And so much of what we see of a brand gets stripped down to the basics on small screens or brief flashes of content. In situations like those, a logo is a blunt tool, but phrasing and typography are the precision instruments.

When I see the release of a new logo design, I’m curious to know if a single, static image is how we’re supposed to recognise a brand anymore. The trade dress of a brand today is so much more dynamic than in years past. In addition to typography and colour, there is substantial use of animation and content and interaction.

Daniel Rhatigan, type director, Monotype

Whilst ‘What’s in a Logo?’ touched on the importance of wider business transformation beyond a logo redesign, it still shocks me that some marketers still fail to understand the true meaning of a brand, and where a logo fits within this. Is the market still so far from maturity?

A brand is far deeper than anything cosmetic; successfully engaging today’s consumers means investment in each touchpoint, building the brand from the inside out and ensuring those involved in the experience understand its purpose and believe in imparting it to the consumer.

Yes, creating an attractive logo is part of the experience, but if investment isn’t made on getting the rest right, it will ultimately be to the detriment of the brand overall. Investing on the outside, but leaving the inside fragmented, is nothing more than putting lipstick on a pig, which won’t deliver strong financial returns.

Robbie Laughton, creative director, Calling Brands

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here