More Than a Logo: Why Brand Identites Matter
When creating a brand identity, one of the most common things an identity designer will encounter is the client’s confidence that their logo will do most of the legwork for their brand's visibility and overall recognisability. Whilst it is undeniable that an impactful logo can have longevity of its own and be integral to brand visibility, it is vital that the greater goal of building a strong brand identity is not neglected. A logo without a harmonious brand system is almost worthless and will not serve your brand in the long run. Think of any major company whose logo you recognise immediately, it is certain that there would have been an intimate process between the designer and the client to build an accompanying identity that is multi-purpose and could be applied across all forms of media.
So what’s so important about brand identities, and how can you benefit from them? The short answer is that identities are all-encompassing and guarantee consistency, but there are far more layers to this than just those objective truths. Your brand’s identity is a system in which typography, colour, tone of voice, and strong guidelines not only maintain consistency but also make you immediately recognisable beyond a well-executed logo design. Your identity is how you wish to present yourself to your demographic, and it is essential that this be kept consistent, not just for marketing and visibility purposes but also for building trust with your potential clientele. It reflects the services or products that you provide. For example, let’s say you’re a high-end fashion product company, whether that’s clothing, accessories, etc. It is important that your identity accurately reflects this, emphasises the premium nature of your brand, and reassures customers that what they are indulging in will be of significant worth. Without an accurate and detailed design identity, the target audience may feel misled if the branding they initially saw does not reflect the service you provide.
With your logo, it is also incredibly vital to consider how it will be applied. A designer could develop an incredibly intricate, vibrant and maximalist logo design that, for all intents and purposes, looks incredible in large format. But how would it look as an icon? Would it still work? Most likely not. Logo suites are an integral part of the brand identity design process, and all formats should be considered. However, building strict branding guidelines should not create a sense of rigidity; rather, it should allow you to utilise your detailed system to create expressive marketing with ease. Diodati are specialists in this. We believe that building brand systems that are highly detailed yet flexible can make it much simpler for a company to implement them, whether in traditional forms such as print or across digital platforms. It is this attitude towards developing logo suites, brand identity systems, typographic systems & colour.
A great logo is great, there is no denying that. But there is so much more behind the scenes that most people won’t even consciously notice, but will allow them to recognise your brand immediately, even if it is on a more subconscious level. As people, we recognise form, colour, and composition; therefore, you should always remember that brand identity design is more than a logo.
Article by: Joe Grist 5th June 2026