When you tell people that they actually need more than one logo, they tend to give you the side-eye. It’s a bit counter-intuitive: shouldn’t you just have one super-recognizable logo that you use for everything?

So you’re launching a business: congratulations! Or maybe you’ve got the business, but you’re looking to level up, and you keep hearing this “brand identity” term thrown around, and you know (of course) what a logo is, but beyond that, what exactly does it mean?