We've all had to preach it before, to clients or in meetings. "A logo is not a brand. A brand is not a logo."

The notion of a logo "not as an object which will tell every detail of an organization - but as a lens through which people will see it" is a great way to express this.

I've been through the laborious and often overthought process of typeface selection for enough identity projects now to fully appreciate the point being made here. This article
perfectly distinguishes logo from brand, and offers a perfect demonstration to prove its point. A demonstration that might come in handy next time you're facing "design by committee" or dealing with a client who is not fully trusting you to do your job as a designer. When confronted with complaints about a typeface selection ("too generic, too mechanical, too unstylish, too unrefined,") designer, Michael Bierut performed a simple and effective test with a simple sans-serif C.

Read on...