What is the difference between a brand, identity, & logo design?

A brand is the collective perception of a company. Not all of that perception is under your control.

Branding is the active effort you put in to influence that perception a certain way.

Brand Identity is the systematic elements that make up your branding: specific logos, colors, fonts, photography, illustrations, and voice. These overall element should be cohesive and be made with strategy.

Logos are marks that represent the company. They are quick identifiers that are not meant to explain. Logos are much like names in that it’s much more important to be recognizable and not John Smith #5.

Brand > Branding > Brand Identity > Logo