LOGO, IDENTITY and BRAND are words often often used interchangeably. A logo is a combination of your name, sometimes a tagline, one or two typefaces, and symbols or icons. A logo is used to promote recognition of your organization. Your identity is the set of visual devices to create a cohesive and consistent look. These include photographic style, targeted colour choices, visual ‘textures’, language and yes, a logo. If your organization had a personality, this would be it’s brand – is it fun? Serious? What benefit does it provide? Logo, identity and branding all have different roles. When used together, they work to reflect your organization’s purpose, goals and values as a whole.