What is branding? Isn’t a good logo design “it”?
You need a logo design for your business. Simple. Driven will compile questions as to what the client is envisioning for his/her company logo. The client gives us a name or idea of names, color schemes or inspiration, application of the logo, etc. We take the answers (or lack thereof) and will brainstorm the best approach to execute 3-5 concepts. Once the rounds of concepts and revisions, a logo is completed. Done.
Here’s the kicker: a logo is not your brand (yet). It’s not your identity; a logo is just an initial thought of how your identity will be seen. There is no emotional tie to the logo except the client’s. Once there is an emotional connection to the logo, then a brand will be born.
Mark or icon of a business or product.
The visual aspects that form part of the overall brand (letterhead, business cards, flyers, brochures, products and packaging, apparel, signage, website)
The perceived emotional corporate image.
Designing Your Logo or Identity
How do you know what logo design you should go with? A logo is a mark or symbol in which it identifies a company in its simplest form. It does not sell the company directly in most cases; however, the logo design can in some cases describe a business by simple design. What a logo means is far more important than what it actually looks like. Imagine calling people by the name vs describing them. We don’t say “go see the guy with black hair.” We say “go see John.” In a similar way, a business logo should not describe the business but rather identity the business in a memorable way.
A major role in the “corporate image” of a company is its logo; however, identity package will really set the tone of the overall image. The identity package is the visual elements used within a company that has a set guideline on usage. The guideline will map out how to use the logo in many ways, approved color palettes, fonts and even how not to use set elements in a variety of mediums. This is key in order to keep the company’s brand cohesive, which in return, allows the brand to be recognized along the sea of brands in the market place.
Branding Your Company
Branding might seem like a simple topic; however, it is quite robust. There are thousands of books on this specific topic that describe the word ‘brand’ as the personality of a company or organization. The foundation of a brand will be created by a designer; however, the designer can not simply ‘make’ a brand. Only an audience can dictate that. It is the gut feeling an audience and how they perceive a company or product. At the very core of every person, there is an emotional being. This emotional being needs to establish feelings for companies and products in order to invest in what they are selling. The essence of a brand is what they are buying. The foundation of a brand will be at the hands of the designer. The designer will determine the logo, motto/tagline, color and fonts. The client will decide what feels right and the designer will attempt to sell the client on what looks best. At the end of the day, it is what the client wants since they know their target demographic best – or so they think at the beginning.
A great agency will do its research and conduct focus groups in order to collect initial thoughts on a brand and how it effects their emotional state. What do they think the company is about by the logo and other elements? What do you think of the motto/slogan? What does the logo make you think of when you see it? What you think of buying a product/service from this company based the designed elements? If the majority of the group has a positive response and the objective of the look and feel is well-received, then you have a successful foundation of a brand.