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5 Examples of Stellar Logo Design and Packaging These organizations have used design to create truly robust brands.

By Hamish Campbell

This story appears in the April 2015 issue of Entrepreneur. Subscribe »

Logo Design © Landor

When business owners embark on the design process, they may commission a logo, but what they're really seeking is a brand. Because the brand—not the logo—is what consumers will interact and fall in love with and the reason they'll stick around.

One irony of design—the role of which is to make everyday experiences easier and more intuitive—is the lack of clarity in terminology. Design-speak can get fuzzy. So what exactly does it mean for a business to commission a logo, brand or brand identity?

A logo is the mark that makes a company identifiable, much as names give people a place in the world. A brand is a company's purpose, visualized; it is the heart and soul of the business, encapsulating its truth in a desirable way. A brand identity is the expression of a business and can be flexible and evolutionary, changing as the company grows.

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