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What is the difference between LOGO design and VI design?

  • By: Hogan Geng

  • Services
    • Branding
    • Logo Design
    • VI Design
LOGO design and Visual Identity (VI) design; both may seem to be thought of as visual design, but in fact, they are fundamentally different. What is the difference between LOGO design and VI design you may ask? Let us give you an example.

LOGO design and Visual Identity (VI) design; both may seem to be thought of as visual design, but in fact, they are fundamentally different. What is the difference between LOGO design and VI design you may ask? Let us give you an example from one of Nexty's cases.


The Australia Currency Exchange (ACE) is an Australian financial services company which provides online currency exchange and foreign exchange trading services to its clients.

Online trading industry based on the MT4 platform is very competitive within the marketplace. As such, it is critical for ACE to visually project a trustworthy, professional image to the industry, as well as the market. They need to be able to differentiate themselves from the competition. For this, the suitable choice of VI design would be more appropriate.


The concept of VI is interpreted into ‘visual identification system’, which is the design of the whole visual communication system. A LOGO design is only one of the basic links. Therefore, VI design needs to proceed from the LOGO design.


LOGO designs emphasise more on the corporate brand culture and the visual expression of the characteristics of the business. In this way, the industry's attributes are fully reflected.

In the ACE design, the two concepts are used to express the ‘communication’ of the ‘win-win’ and ‘advantage’ to create ‘value’ brand information.

1. Mobius ring, symbolise on behalf on ACE, represent the value of  ‘integration’, ‘connection’ and ‘communication’ and the attention and interactions given to the clients’. It also conveys the establishment of mutual long-term cooperative relations for the clients to achieve ‘win-win’ situation.

2. ‘ACE’ in the abbreviation: ‘ACE’, in the game of Poker, represents the ‘King Card’; entailing ‘outstanding’ and ‘winning’ performance. As the branding name implies, it directly reflects the outstanding advantages provided by ACE services to its clients. A proven performance which reflects the value.

The LOGO design presents ACE with youthful vitality and active fighting spirit. Bright colours coupled with lines that goes up and down expresses the characteristics of the financial industry. Modern yet simple, the design style reflects the industry's consistent attributes.

In order to establish a reliable and trustworthy image in front of clients and competition alike, ACE needed to complete the design of the entire business’ VI.


The most important part of Corporate Identity System (CIS) is VI. Through the direct visual display of the characteristics, and identity of business, it presents a significant distinction from industry competitors.

The representation of the brand in different applications to standardise the set is built on the basis of the LOGO design. Displaying the business in the visual sense as a whole can be more consistent, and the use of visual elements, material, technology and other means to clients conveys a unified corporate brand culture and image.

Taking into account the use of the LOGO in differing circumstances will be subject to a variety of restrictions, and therefore the design provides the colour scheme; black and white, and wireframe version of the brand design. This enhances its application flexibility and the expression of unity.

The concept of VI design does not implies that the LOGO must be inserted in every place. Put simply, it needs a variety of visual expression, with the LOGO in a variety of applications to represent a unified ‘voice’.

An example of the ACE VI design: Notice that in order to further convey the "communication" and "mutual win-win" concept, the team award chosen was from the LOGO design of the wireframe elements as the main visual pattern, it is used in a variety of layout design, which strengthened the visual integrity.

Designs based on bilingual Chinese/English manual can meet the necessities of the local market as well as Chinese clients. From the visual recognition system of yellow and black with the transition into grey for the business, as a whole, the brand image is brought to the level and texture needed to represent the ideas.

The Logo and VI design concepts differs in their application: LOGO design centres its values on the business’s recognisable brand connotation by interpretation and expression; VI design emphasise more on the entire visual scheme which encapsulates and express the industry’s unique characteristic which words alone can’t convey. The future for the development of ideas in this sphere is indispensable for all industries.