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what's the difference between a logo, an identity, and a brand?

Hint: One is seen. Another is perceived. the last is experienced.

A Logo is a symbol, design or graphic that represents a company, organization, product, or brand. It is often used as a visual identifier to help people easily recognize and remember the entity it represents.
Brand Identity, sometimes known as a 'corporate identity' or 'identity system', encompasses all the visual and sensory elements that contribute to a brand's unique visual identity. This includes the logo, color palette, typography, imagery, and other design elements that create a memorable and recognizable brand image.
Branding is the process of creating a unique identity for a company or product that distinguishes it from its competitors. It involves developing a brand strategy that aligns with a company's values and goals, creating a consistent message across all marketing channels, and establishing an emotional connection with customers to build trust and loyalty.

Free Resource

Captivation Key™ Visual
Brand Identity Checklist

Inconsistent branding can confuse your audience, make you look unprofessional, and even cost you business. 

In fact, a recent report on brand consistency found that consistent branding across all channels can increase revenue anywhere from 10% to 20%.

The Captivation Key™ Visual Brand Identity Checklist is designed to help you build a strong and consistent brand presence wherever and whenever your ideal clients engage with your business. It covers everything from your brand's logo and typography to its color scheme and imagery. It also provides key terms and definitions so you can communicate confidently with your marketing and design teams.

Whether you're creating a new brand or rebranding an existing one, the Captivation Key™ Visual Brand Identity Checklist is a valuable resource that will help you stay on track.

Get Your Copy of the Visual Brand Identity Checklist (It's Free!)

Logo Design Examples

Brand Style Guide Examples

The Process

Captivation Key™
Branding Services

Brand Assessment Consultation – $1,000

This is a stand-alone consultation is a 90-minute interview with you (and any stakeholders) to assess and define your brand.

We’ll explore your vision, goals, audience, how you want them to feel, your company’s personality, unique strengths, and more.

Deliverable: A PDF document that acts as a guide to both keep you focused and guide your brand’s design and messaging.

Click here to purchase and schedule your Brand Assessment Consultation.

* This cost will be applied to any package if you move forward.

Strategy & Planning

Based on the research, a strategy and plan are developed for the logo and brand identity design. This includes defining the brand's values, personality, and key messaging.

Sketching & Conceptualization
Multiple concepts are sketched and brainstormed, and the best ideas are selected for further development. These concepts are refined and iterated upon until a strong visual direction is chosen.
Design Development
The chosen concept is then translated into a digital format and refined further through design iterations. Colors, typography, and graphic elements are selected and integrated into the design.
Presentation & Feedback
The initial design concepts are presented to the client for feedback and review. The client provides feedback, and revisions are made until a final design is agreed upon.
Finalization & Delivery
The final logo and brand identity design is prepared in various file formats and delivered to the client, along with any brand guidelines or usage instructions.
Implement & Launch
Your new visual brand identity is implemented across all relevant touch points, including websites, social media, print materials, and advertising. 

Overall, the logo and brand identity design process is a collaborative effort between us, with the goal of creating a strong and memorable visual identity that effectively communicates your brand's values and message to your target audience.

Packages & Pricing

Captivation Key™ Logo Package

You’d like to keep your current brand colors, fonts, and visual style. You need only a more fitting, polished, better-crafted logo to represent your brand.


  • Brand Assessment Consultation
  • Logo System
  • Color Palette
  • Business Card Design
  • Mini Style Guide

Most Popular

Captivation Key™ Identity Package

You’re starting from scratch or evolving your company’s existing branding. You want to distill the essence of your company into a look and feel. You need a toolkit of visual elements, and guidelines for how to use them.


  • Brand Assessment Consultation
  • Logo System
  • Color Palette
  • Typography
  • Business Cards, Letterhead, and Envelopes
  • Visual Elements & Imagery
  • Brand Style Guide
Captivation Key™ Enterprise Package

Not every business needs every item. After we talk, I can put together a Custom Package proposal that includes the Identity Package and the exact marketing pieces you need.


  • Brand Assessment Consultation
  • Logo System
  • Color Palette
  • Typography
  • Visual Elements & Imagery
  • Brand Style Guide
  • Business Cards, Letterhead, and Envelopes
  • Brochures and Info Sheets
  • Signage & Package
  • Sales Pitch Deck (20 Slides)
  • Social Media Templates
  • Brand Swag (t-shirts, coffee mugs, water bottles, pens, and fun stuff)