If someone were to show you a photo of the McDonald’s you went to as a kid, but removed all the logos and branding, there’s a good chance you’d still recognize the place.

And that is because branding and visual identity are not just about a logo. A logo is only one element of a much bigger system. It’s the colors, typography, shapes, photography, packaging, signage, the way things are laid out, the tone of voice, and most importantly, the feeling all of those things create together.

A brand is not one element that can solve every touchpoint. It’s a system that is designed to interact with people — not only visually, but emotionally. Aaaaand yes, McDonald’s might not be the best example since it’s a huge corporation with decades of branding behind it. But that’s exactly what I’m trying to point out. Everything is designed. Everything is thought through.

The way you recognize a place before you even see the logo. The way certain colors make you think of a brand. The way a certain typeface, shape or sound can trigger a memory.

That’s branding. Big brands have the resources to constantly fight for attention.

Smaller businesses often need something different: Recognition.

They need people to remember them. So when I hear: “We just need a logo,” I always think: “You probably need more than that.”