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Unveiling the Truth: A Logo Isn't A Brand

A black and white photo of Alexandra Trujillo Tamayo
Project Manager Alexandra Trujillo Tamayo

Bienvenidos, queridos lectores, to the grand unveiling of a truth often overlooked in the captivating world of branding. I’m Alexandra Trujillo Tamayo, your guide through the labyrinth of logos and the enchanted forests of brand identities. As the Project Manager and Graphic Designer at Pelichet Production, I’ve waltzed with these concepts more times than I can count, and today, I’m here to bust a myth wide open.

So, grab your favorite cup of café con leche or perhaps a soothing herbal tea, and let’s dive into the heart of the matter: A logo isn’t a brand. ¡Ay, qué interesante!

Imagine this: You’re strolling down the streets of Quito, Ecuador, and you spot the unmistakable golden arches of McDonald's. Instantly, your mind conjures images of crispy fries, juicy burgers, and that tantalizing aroma wafting through the air. But hold up a second – did the logo itself trigger these sensations? Nah, it’s just a fancy "M" in a circle. The real magic lies in the memories, the experiences, and the stories woven into the fabric of the brand.

a high resolution photo of McDonalds golden arch's

See, a logo is like the cherry on top of a scrumptious tres leches cake – it adds flair, it catches the eye, but it ain’t the whole dessert. Brands, my friends, are the sum of all the parts – the taste, the texture, the aroma, and yes, even the presentation. It’s what your abuelita whispers to her comadres about the impeccable service at that corner café, or how your prima gushes about the eco-friendly practices of her favorite clothing brand.

a close of of a slice of tres leches cake with a cherry on top.

Now, let’s take a page from the playbook of the greats – Seth Golden and Marty Neumeier. These titans of branding understand that a logo is just the tip of the iceberg, the tantalizing teaser that beckons you into the story. It’s the salsa that adds spice to the dance, but it ain’t the whole fiesta.

Think about it – when you watch your favorite soccer team score a goal, do you cheer for the mascot or for the sheer thrill of victory? Exactly! The mascot is just the cute sidekick, the wingman to the main event.

A young boy in a red and whit soccer uniform with blue cleats mid kick.

At Pelichet Production, we don’t just slap logos on a canvas and call it a day. No, señor! We craft experiences, we weave narratives, and we sprinkle a little touch of magia into every design. Because we know that true branding isn’t about flashy graphics or catchy slogans – it’s about connecting with people on a deeper level, stirring their emotions, and etching our story into their hearts.

So, the next time you see a logo shimmering in the neon lights of a bustling metropolis or nestled in the serene landscapes of your pueblo, remember this: it’s not the logo that makes the brand, it’s the people, the passion, and the purpose behind it all.

And with that, mi gente, I bid you adiós. But before I go, let me leave you with a little nugget of wisdom: a logo may be the face of a brand, but it’s the soul that truly shines. Hasta luego, and may your brands be as bold and beautiful as the Andean peaks.

¡Viva la marca!

"A Logo Isn't A Brand"


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