Take Rolls-Royce, for example. I don’t picture two intertwined R’s inside a rectangle when I hear the name. I think of status, luxury, and craftsmanship. I don’t care that the design is inspired by classic Greek and Egyptian art. What matters is the promise of excellence that the brand delivers.

Or look at Starbucks. The green siren? Nice, but it’s not the reason people keep coming back. Starbucks sells more than coffee—it sells a sense of belonging, a place where people connect over shared values like ethical sourcing, sustainability, and community. The logo is just a symbol; the brand experience is what really sticks.

Why Logos Don’t Matter as Much as You Think

In today’s world, logos are everywhere. You can get a sleek, trendy design online for £100 or hire top designers to craft a masterpiece. Every year, design experts tell us what’s “in” and what’s “out” in branding—minimalist, vector-based, abstract, you name it.

But here’s the real takeaway: your logo is not your brand.

The real magic happens in how people experience your brand—how they feel when interacting with your product, visiting your website, or talking to your team. A logo can’t do the heavy lifting on its own.

What Really Defines a Brand?

A brand is a promise of an experience. If that promise is strong, the logo becomes nothing more than a reminder. Think of Nike—the swoosh is iconic, but it’s not what drives loyalty. It’s the emotion behind it: determination, movement, success.

Build the Experience First, Design the Logo Last

So, next time you’re building a brand, forget about the logo—at least at the start. Focus on delivering something people care about. If your product, service, and customer experience are exceptional, people will recognise you even without the logo.

A great logo won’t save a bad brand. But a great brand? That’s unforgettable, logo or not.