Shaheer MalikAnswer
Designer and developer. I design and build these projects myself.
A logo is the mark. A brand identity is the system around it: colour, typography, usage rules and ready-made templates, so a website, deck and social post all look like one company. If you already have a logo you like, you usually need the system, not a new logo.
What you get with each
A logo project gives you the mark in a few formats. An identity gives you:
- The logo, a secondary version and a small mark for icons
- A colour palette with accessible text and background pairs
- A type system: which fonts, sizes and weights, where
- Guidelines that show correct and incorrect use
- Templates: social posts, a deck cover, an email signature
How to tell which you need
If your problem is that things look inconsistent (every slide, post and page looks a bit different), you need the identity. A new logo will not fix inconsistency.
If the logo itself is wrong for the business (it reads cheap, it cannot be read small, it says the wrong thing), start with the logo and build the system from it.
Keeping your existing logo
Most of the identity can be built around a logo you keep. I will tidy it (spacing, a version that works at 16 pixels, clean files) rather than redraw it, unless it is getting in the way.
When this is not the right fit
If all you need is a favicon and a profile picture this week, ask for clean files of your current mark; that is a small job, not an identity.
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