A logo is an identifying mark. A brand identity is the broader toolkit that shapes how a business looks and feels in use.
What a logo does
A logo helps people identify and remember a business, but it cannot carry every message or solve every layout.
What an identity adds
Colour, typography, imagery, layout and tone create a recognisable experience across many touchpoints.
Choosing the right scope
A simple logo may suit an early test. A growing organisation usually benefits from a system that guides real-world application.
Human creativity, enhanced by AI
Use AI to improve speed and exploration while keeping strategy, accuracy, ethics and final creative judgement firmly human-led.