Your Logo Is Not That Important

Why Logos Aren’t the Whole Story in Brand Identity Design

As a branding studio, we hear this all the time: “We need a logo.” And while every business does need one, a logo on its own isn’t what makes people remember your brand. What really matters is the identity, the voice, and the feeling that logo represents. That’s the difference between simple design and true brand identity design.

Let’s Talk About Logos

When new clients reach out, the first thing they usually want to talk about is their logo.

And that makes sense, every brand has one. The well-known ones are easy to picture: Nike, McDonald’s, Adidas, Starbucks.

But really… you don’t remember a brand because of its logo.
You remember the logo because of the brand.

So what is a logo, actually?

A logo is kind of like the face of your brand. It’s how people recognize you.

But it doesn’t (and shouldn’t) tell the whole story. It doesn’t say what you care about, how you sound, or how you make people feel.

That’s where the real brand work comes in.

Once you start thinking about your brand that way, it’s easy to see why some logos stand out more than others.

Why the Brand Matters More

We all see hundreds of logos every single day. Most fade into the background. Not because they’re bad, but because they either don’t have a strong brand behind them, or we just haven’t spent enough time with the brand for the logo to mean something yet.

Let’s look at a couple examples to see this in action.

Case Study 1: Rhode

Rhode is Hailey Bieber’s skincare brand. Can you picture the logo? Maybe. It’s clean, minimal type on simple packaging.

But that’s not really what people think of first.

They think of Hailey herself. Her skin, her style, the “cool-girl” energy. That’s the emotional connector.

There are thousands of other skincare brands out there, yet Rhode’s product drops have this pop-culture energy about them. Products often sell out quickly, and new launches get people genuinely excited. That’s not about the logo but about the feeling the brand creates.

The logo looks great. But it’s really the brand experience that people connect with.

Case Study 2: Liquid Death

Then there’s Liquid Death. Literally water. But in a can!

Their logo? Gothic lettering with a little skull icon bold, unapologetic, and recognizable. But again, that’s not the reason people buy it.

What makes Liquid Death so good is how it makes you feel. It’s confident, funny, a little rebellious. Their tagline “Murder Your Thirst,” their product names (like “Dead Billionaire,” formerly “Armless Palmer”), their social media presence, marketing, and messaging all work together to create this funny little metal world. It makes you laugh or at least do a double-take.

Personally, I love getting to hold one at a concert or out at bars with friends when I’m DD. I can still be a part of the moment. And that’s the whole point, branding through belonging.

There’s even a great episode of How I Built This on the founders story if you’re into that!

Anyway, Liquid Death’s logo works because it’s supported by a clear story and a strong emotional identity.

Brands like Rhode and Liquid Death prove that a logo only becomes memorable when it’s backed by meaning, voice, and a real connection to the people it’s speaking to.

The Takeaway

So, at the end of the day, logos aren’t meaningless. They’re just not what makes people remember you.

What actually keeps people coming back? Feeling. Emotion. Connection.

Start there. Ask yourself:

• What’s our message?

• Who’s our audience?

• What do they care about?

• What do we care about?

Because at the end of the day, your logo is just the face. But your brand is the HEART!

When you lead with that everything else, including a logo you actually love(!!!) comes together naturally.