Brand Identity and Logo Design
My approach to logo design: Your business has a brand identity, even if you haven't put conscious effort into defining it. When I design a logo, part of my process is to learn about your company to make sure the logo fits your business' overall brand identity. There are other considerations in logo design beyond brand identity: designing so the logo can be easily reproduced in any media, at any size, and in black and white or color.
Defining and implementing brand identity: Are you formalizing, changing, or updating your brand identity? Let me help you review your visual presentation —your logo, marketing materials, website, etc. — in the context of your overall marketing plan.
Brand Identity — What it Means and Consistency in Use
Stick a piece of metal in a hot fire then scorch something you own with the metal. You’ve just “branded” your property. If you want to differentiate your property from your neighbor’s, your brand has to be set apart from theirs. This concept of brand identity has been around since the 1500s. In the early 1800s the meaning was expanded to be associated with business brand identity — selling products.
Think of the images you’ve seen in Westerns: big ranches, tumbleweeds, cattle drives, and of course, brands. The brands were seen on the flanks of the cattle, on the archway above the entrance to the big ranch, somewhere on the barn, and probably on the wax the ranchers used to seal their letters. No huge marketing budget. Just consistency.
Your business visual brand identity should be used in much the same way. Your logo belongs in all the obvious places: business cards, website, on your product, etc. It doesn’t take a multinational corporation’s budget to use a brand; it just takes consistency and respecting your brand as a company asset.
- When designing a website or marketing collateral pieces, place the logo with enough white space around it so the logo stands out. The logo doesn’t have to be huge to be effective.
- Make sure the logo is reproduced crisply — no fuzziness!
- Don’t place the logo over a patterned, busy background.
These days the concept of brand identity has been further expanded to include everything related to how your company is perceived. Examples include how your customers are greeted on the telephone or the manner in which an airline boards its passengers to the tone and manner of the copywriting on your website. The visual representation of your brand identity is an important element of how your company is perceived.
Learn more about considerations in logo design...